Amazon is rolling out its AI-powered Alexa+ assistant to all compatible Fire TV devices in the U.S. at no cost, with no Prime membership required.
The company said the conversational assistant will reach all compatible Fire TV devices for free, whether or not the customer has a Prime subscription.
The rollout covers current-generation Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, and other sets with Alexa+ built in, including models from Hisense and Panasonic. Amazon says the transition is automatic, and users don't need to download an app or sign up for anything to get the upgrade.
Previously, Alexa+ was free only for Prime users, while others had to pay for the next-generation assistant. Amazon opened a limited preview of the improved Alexa+ to U.S. users last year.
The new free tier on Fire TV doesn't include every Alexa+ feature; extras like Routines, seeking specific moments recorded by Ring cameras, and other home automation modes still require a Prime membership or a standard Alexa Plus subscription.
Alexa+ brings more natural, conversational interactions to the TV. Fire TV users can search by describing what they want, ask follow-up questions about actors or shows, and control smart home devices with voice commands.
That includes pulling up a Ring camera feed, dimming compatible lights, locking a connected door, checking sports scores, and setting timers while watching TV. Alexa+ can also move Prime Video playback between Fire TV devices using a voice command.
Amazon says people using Alexa+ on Fire TV are having nearly twice as many conversations as they did with the original Alexa. The company also cites "millions of users" engaging with the smarter assistant on Fire TV devices alone.
The free Fire TV access doesn't extend to Echo devices. A Prime membership or Alexa+ Standard subscription remains the path to unlock Alexa+ on compatible Echo hardware.
