Alexa+ comes free to certain Amazon TVs

Amazon is making Alexa+ free for compatible Fire TV devices, a move aimed at expanding access to the company’s advanced AI assistant beyond Prime subscribers. The rollout begins Wednesday and applies to current-generation hardware, including Fire TV Sticks, the Cube, and select smart TVs from brands like Hisense and Panasonic. The change comes as tech companies rush to embed generative AI into everyday devices, with Amazon positioning Alexa+ as a conversational upgrade to its original voice interface.

Amazon describes Alexa+ as a “smarter, more conversational voice experience” designed to handle complex queries and context better than the standard Alexa. The assistant is built to remember user preferences and deliver more relevant recommendations, which Amazon claims has led to nearly double the engagement on Fire TV devices compared to the previous version. Users can ask for entertainment suggestions—like “recommend a top-rated thriller” or “something newer with a female lead”—and the AI will surface results from “tens of millions” of movies, TV shows, and sports options without manual scrolling.

Beyond entertainment, the assistant retains smart home functionality. It can manage routines, control individual devices, and access live camera feeds from security systems. The system also handles practical tasks such as weather updates and timers. Amazon notes that the platform can move content between different Fire TV devices in a household, a feature that requires the user to be logged into the same Amazon account across those units.

Not every Amazon device will receive the free tier immediately. The rollout is limited to current-generation Fire TV hardware and select smart TVs that have the assistant built-in. Amazon has not specified an exact date for the update on each device, but the company states that the change will happen automatically for eligible models. The full list of supported devices includes the Fire TV Cube (3rd Gen), Fire TV Stick 4K Max (2nd Gen), Fire TV Stick 4K (2nd Gen), and the Omni Mini-LED and QLED Series.

Amazon also lists several non-Fire TV models, such as the Hisense U6, Panasonic W95, and several Z-Series models from the same manufacturer. The company notes that support for older or discontinued devices may be added later. Users with compatible TVs do not need to download a separate app or activate anything manually; the update should appear on the system without additional steps. For those who want the assistant on other Amazon products, like Echo speakers or tablets, a subscription to either Alexa+ or Amazon Prime remains required.

For households without a Prime membership, the free tier on Fire TV represents a significant opportunity to test the upgraded interface. The ability to access the assistant without a recurring fee could draw in users who previously relied solely on the basic Alexa features. The free tier is available immediately on the listed devices, though the rollout timeline may vary by model.

Amazon says that its latest AI assistant can surface results from “tens of millions” of movies, TV shows, and sports programming, without users needing to scroll through those titles themselves.