Amazon makes Alexa+ AI assistant free on compatible Fire TV devices

Amazon has announced that its AI-powered assistant, Alexa+, will now be available for free on compatible Fire TV devices in the United States, regardless of whether users have an Amazon Prime membership. Previously, non-Prime users were required to pay a monthly fee of approximately $19.99 to access the advanced AI features.

The update is being rolled out automatically to current-generation Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, and other compatible models from brands such as Hisense and Panasonic. Users do not need to download a new app or manually activate a subscription to receive the upgrade.

Alexa+ utilizes generative AI to provide conversational search capabilities, allowing users to find content using natural language descriptions—such as searching by mood, genre, or specific actor details—rather than exact titles. The assistant also supports smart home integration, enabling users to control devices or view Ring camera feeds directly through their television interface. While the Fire TV version is free, certain advanced features and access on Echo smart speakers still require a Prime membership or a paid Alexa+ Standard Plan.