Amazon Makes Alexa+ Free on Fire TV in the US
On Wednesday, Amazon announced that its AI-powered assistant, Alexa+, will be rolled out to all compatible Fire TV devices in the United States for free, regardless of whether the user has an Amazon Prime subscription. The update, which brings conversational search, smart home controls, and AI-powered recommendations, is part of Amazon's broader push to integrate its next-generation assistant into more devices.
Previously, Alexa+ cost $19.99 per month for users without a Prime membership, though it was always free for Prime subscribers. The free access is now available on all current-generation Amazon Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, and other smart TVs with Alexa+ built in, including models from Hisense and Panasonic. Amazon says the transition is automatic—users need not download an app or sign up for a subscription.
What Alexa+ Can Do
Unlike the original Alexa, which required specific keywords or phrases, Alexa+ understands natural language. Users can ask for recommendations in plain speech, such as "Show me historical dramas with strong female leads," and refine the results by adding, "recommend me something newer." The assistant can also provide context about what you are watching, like an actor's filmography, and control smart home devices—for example, showing front door camera footage on the TV or locking a smart lock.
Alexa+ also supports continued conversations with follow-ups, allowing users to search without exact descriptions. Amazon says the assistant understands context better, making it easier to find movies or shows based on themes, age, or popularity.
Availability and Rollout
The free access to Alexa+ on Fire TV is currently limited to US customers. Amazon has said it could bring free access to more devices and regions in the future. Alexa+ itself is available in the UK, Canada, Mexico, Italy, Spain, Germany, Austria, Brazil, and France, and Amazon plans to expand to more countries this year and to 10 additional regions in 2027.
Amazon's rollout of Alexa+ began with a limited preview in the US last year, followed by a wider release to Echo and Fire TV devices in February 2025. The company has since expanded availability to other regions, including the UK, Australia, Canada, and Europe.
Free Tier Limits
The free access on Fire TV does not include all Alexa+ features. Advanced capabilities such as Routines and other home automation modes remain behind a subscription or Prime membership. Additionally, the free Fire TV access does not automatically upgrade other Echo devices—for those, users still need a Prime membership or a standard Alexa+ subscription.
Industry Context and User Engagement
The move comes amid an industry-wide push to make AI services available on consumer electronics, often through automatic upgrades. Google rolled out its Gemini AI to Google TV platforms earlier this year, and Roku upgraded its voice assistant to AI last year.
Amazon says that users are engaging with Alexa+ significantly more than with the original Alexa. The company reports that Alexa+ customers have nearly twice as many conversations on Fire TV as they did before, and that "millions of users" now interact with the assistant on Fire TV devices alone. Amazon suggests this indicates users are using the TV not just for passive entertainment but also for active engagement with the AI—a trend the company frames positively, though some observers may question whether that is a good thing.
Perspectives
- Amazon: The company positions the free rollout as a natural extension of Alexa+'s capabilities, highlighting increased user engagement and the assistant's ability to handle natural language, smart home controls, and personalized recommendations. Amazon emphasizes the automatic transition and notes that future expansion to more devices and regions is possible.