Amazon is removing the paywall from its AI assistant on the TV. Starting this week, Alexa+ is free on all compatible Fire TV devices in the US, with no Prime subscription required.
The assistant brings conversational search, smart home controls, and AI-powered recommendations to the living room. The old asking price for non-Prime households was $19.99 a month. Back then, only the Fire TV hardware from last fall could run it.
That changes now. Every compatible device receives the upgrade automatically, with no app download or signup. Compatible gear includes the current Fire TV Sticks, the Fire TV Cube, Amazon’s Ember sets, and Hisense and Panasonic televisions with Alexa+ built in.
The move echoes a broader push across the industry, with Google putting Gemini on Google TV and Roku upgrading its voice assistant with AI. Amazon points to engagement data: Alexa+ customers hold nearly twice as many conversations on Fire TV as users of the old Alexa, suggesting the TV is becoming an interactive device rather than a passive screen.
Dropping the price to zero takes away the last reason to skip the upgrade.
