Amazon removes Prime requirement for Alexa+ on US Fire TV devices
The AI assistant is now free for all eligible US users, a move that eliminates the previous $20 monthly fee for non-subscribers and expands access to third-party hardware.
Amazon has made its Alexa+ AI assistant free for all United States customers with eligible Fire TV devices, removing the previous requirement for a Prime subscription. Prior to this update, the AI-powered assistant was available at no cost only to Prime members, while standalone access carried a fee of $20 per month. The change effectively lowers the barrier to entry for the company’s latest conversational interface, making it accessible to a broader segment of the US market.
The upgrade, which was unveiled in February 2026 after years of development, distinguishes itself from the legacy Alexa by utilising natural language processing. Unlike the previous version, which relied on specific keywords and key phrases for voice commands, Alexa+ is designed to understand conversational requests. This allows users to ask for refined recommendations, such as historical dramas with strong female leads, and to contextualise queries about content they are currently watching, including actor filmographies.
Compatible hardware for the free service includes current-generation Amazon Fire TV Sticks, the Fire TV Cube, and Amazon Ember smart TVs. The ecosystem also extends to select smart TVs from third-party manufacturers, specifically Hisense and Panasonic, provided they have Alexa+ built in. This expansion into third-party hardware signals a broader integration of the assistant into the home entertainment landscape beyond Amazon’s own proprietary devices.
Amazon stated that users interact with Alexa+ nearly twice as often as they did with the previous version, attributing the increase in engagement to its improved conversational capabilities. The assistant also supports smart home controls, allowing users to manage connected devices such as security cameras and smart locks directly through the TV interface. For instance, users can request to view front door footage or lock the door using voice commands.
While free access is currently limited to the United States, the service is already operational in several international markets, including the UK, Canada, Mexico, Italy, Spain, Germany, Austria, Brazil, and France. Amazon has indicated that it could bring free Alexa+ access to more devices and regions in the future, though no specific timeline has been confirmed for these expansions.
The company plans to roll out the AI assistant to additional countries later this year, with further expansion to 10 more regions scheduled for 2027. This phased approach suggests a strategic global rollout, aiming to standardise the Alexa+ experience across key markets while maintaining the free tier for eligible hardware owners.
