Amazon makes its AI-powered Alexa+ free on Fire TV, no Prime required
Amazon is making its AI-powered Alexa+ assistant free for all compatible Fire TV users, removing the previous $19.99 monthly subscription requirement. The update aims to increase user engagement with AI-driven conversational search and recommendations.
Why it matters
This move reflects a broader industry trend where tech giants are aggressively integrating AI features into consumer hardware to capture user data and increase platform stickiness.
AI is coming to your TV, whether you want it or not.
On Wednesday, Amazon said its AI assistant, Alexa+, will be rolled out to all compatible Fire TV devices in the U.S. for free, whether or not the customer has a Prime subscription. The update brings conversational search, smart home controls, and AI-powered recommendations, the company says.
Previously, Alexa+ cost $19.99 per month for anyone who didn’t have an Amazon Prime membership, and was initially made available to the new Fire TV devices the company announced last fall.
Now, Amazon says that everyone will be upgraded to Alexa+ automatically. They won’t need to download an app or sign up for a subscription. Compatible devices include all the current-generation Amazon Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, and other smart TVs that have Alexa+ built in, including Hisense and Panasonic.
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