Amazon Makes Alexa+ Free On Fire TV, No Prime Membership Required

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Amazon said Wednesday that its AI assistant, Alexa+, is now free on all compatible Fire TV devices in the United States, whether or not the customer pays for an Amazon Prime membership, according to TechCrunch.

The change removes what had been a $19.99 monthly charge for Alexa+ on Fire TV for customers without Prime, TechCrunch reported. Amazon said in an announcement that eligible customers are being upgraded automatically, with no app to download and no subscription to activate.

What Alexa+ Adds

Alexa+ replaces the original Alexa with a more conversational assistant that can field open-ended requests instead of exact titles, according to Amazon's announcement. A customer could ask for "a top-rated thriller" or "a historical drama with a strong female lead" and get suggestions based on theme, age, or popularity, Amazon said. The assistant can also handle smart home tasks from the couch, including pulling up Ring camera feeds on the television screen and adjusting connected lighting, according to the announcement.

Compatible devices include current-generation Fire TV Sticks, the Fire TV Cube, Amazon's own Ember smart TVs, and other Alexa+ enabled smart TVs from brands including Hisense and Panasonic, TechCrunch reported.

Amazon said customers who talk to Alexa+ on Fire TV have nearly twice as many conversations as they did with the original Alexa, a figure the company has used to argue that people are engaging with the assistant rather than treating the TV purely as a passive entertainment screen. TechCrunch noted that whether more AI conversation with a television counts as a benefit is open to debate.

Part Of A Broader Industry Shift

Amazon's move follows similar steps by rival tech companies to push AI features onto everyday consumer electronics, often without giving users a choice to opt out, TechCrunch reported. Google rolled out its Gemini assistant to the Google TV platform earlier this year, replacing basic search functions with AI-driven conversational tools, according to TechCrunch. Roku upgraded its own voice assistant to an AI-powered version last year, TechCrunch reported.

Amazon said a Prime membership or a paid Alexa+ Standard Plan still unlocks extra features on Fire TV, including Alexa Routines, specific Ring camera clip access, and more advanced home automation modes, along with Alexa+ use on Echo speakers. The company said additional devices and regions may be added later but did not specify a timeline.