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Amazon makes Alexa+ free on all eligible Fire TV devices in US

Amazon is making its AI assistant Alexa+ free on all eligible Fire TV devices in the US, no Prime or subscription required.

AI News Feed · 2026-08-21 17:55

Previously, Alexa+ was available at no extra cost only to Prime members, while others had to pay $19.99 per month. The company first offered the upgraded assistant on new Fire TV devices last fall, and later expanded it to Echo and Fire TV users in the U.S. in February 2026 after a limited preview. Today's move makes the assistant free for all Fire TV users regardless of Prime status.

According to Amazon, eligible devices include current-generation Amazon Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, and other smart TVs with Alexa+ built in, such as those from Hisense and Panasonic. Users do not need to download an app or sign up; the upgrade happens automatically.

With the conversational assistant, users can ask for recommendations based on mood, theme, or popularity - for example, "a top-rated thriller" or "a historical drama with a strong female lead" - instead of exact titles. Alexa+ can also provide context about what is on screen, such as an actor's filmography, and control connected smart home devices, including showing Ring camera feeds on the TV.

Amazon says that Fire TV users now have nearly twice as many conversations with Alexa+ as they did with the original Alexa, suggesting deeper engagement with the AI. The company says "millions of users" have used the assistant on Fire TV devices.

The free access on Fire TV does not come with every Alexa+ feature. According to Android Authority, free users will not get extra capabilities such as Routines, searching for specific moments recorded by Ring cameras, and other home automation modes. Similarly, Echo device owners still need a Prime membership or a paid Alexa+ subscription to use the upgraded assistant on those devices.

The move is part of a broader industry push to put AI services on more consumer electronics. Google introduced Gemini to Google TV earlier this year, and Roku added AI-powered voice features last year. Amazon says it may expand free Alexa+ to additional devices and regions over time. Alexa+ is currently available in markets including the UK, Canada, Mexico, Italy, Spain, Germany, Austria, Brazil and France, with plans to add more countries this year and 10 further regions in 2027.