Amazon makes AI-powered Alexa+ free on Fire TV for Prime members

Amazon is pushing its generative AI-powered Alexa+ assistant onto Fire TV devices, giving Prime members the upgrade at no extra cost. Non-Prime users who want the same conversational AI features will need to shell out $19.99 per month. What Alexa+ actually does on Fire TV The upgraded assistant runs on generative AI models from Amazon Nova and Anthropic, the AI startup Amazon has invested billions into. Alexa+ can handle conversational voice commands that go well beyond basic playback controls. Users can ask Alexa+ to jump to specific scenes in movies, pull up real-time sports statistics, or get detailed information about actors mid-stream. Personalized show recommendations are also part of the package, with Alexa+ designed to learn viewing habits and tailor suggestions accordingly. The compatibility list is reasonably broad. Fire TV Stick models, the Fire TV Cube, and select third-party TVs with Fire TV built in all support the upgrade. Amazon isn’t forcing anyone to buy new hardware. The Prime bundle strategy Alexa+ first launched on February 26, 2025, initially rolling out on Echo devices. The Fire TV expansion, with automatic upgrades for eligible Prime members, started appeari...