Amazon made its AI-powered assistant, Alexa+, free for all compatible Fire TV devices in the United States on August 19, 2026.
The update rolls out automatically and removes the previous $19.99 monthly subscription fee. Users no longer require an Amazon Prime membership to access the service.
The upgrade integrates conversational content search and enhanced smart home controls as standard Fire TV features. Amazon reports that Alexa+ users engage in nearly twice as many conversations as those using the original assistant.
By removing the price barrier, Amazon aims to increase interaction with its generative AI tools. This move positions Fire TV as a central smart home hub to compete with rivals Google and Roku.