Amazon makes its AI-powered Alexa+ free on Fire TV, no Prime required
techcrunch ·
Amazon has announced that its AI assistant Alexa+ will be rolled out for free to all compatible Fire TV devices in the U.S., with no Prime membership required. The update, which arrives automatically, brings conversational search, smart home controls, and AI-powered recommendations. Previously, Alexa+ cost $19.99 per month for non-Prime customers and was initially limited to newer Fire TV devices. Compatible hardware includes current-generation Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, and Alexa+-enabled smart TVs from brands like Hisense and Panasonic. The move follows an industry trend, with Google and Roku similarly adding AI features to their TV platforms. Amazon cites engagement metrics, reporting that Alexa+ customers have nearly twice as many conversations on Fire TV as users of the original Alexa. With Alexa+, users can ask for recommendations based on themes, age, or popularity, and can manage smart home devices such as viewing Ring camera feeds.
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