Amazon is giving Fire TV owners Alexa Plus for free, no Prime membership required

Amazon

TL;DR

• Amazon is bringing Alexa Plus to all Fire TV users for free.
• Access to Alexa Plus on Fire TV devices previously required an active subscription or an Amazon Prime membership.
• Free perks do not include extra Alexa Plus features, such as Routines and other home automation modes.

Riding the conversational AI wave, Amazon opened up a limited preview of its improved Alexa Plus assistant to users in the US last year. A year later, i.e., around February 2026, Amazon rolled it out to all users of Echo and Fire TV devices in the US, and has since expanded availability to other regions, including the UK, Australia, Canada, and Europe. Today, Amazon is announcing another upgrade, aimed especially at users of its Fire TV Stick and smart TVs that run Amazon’s Fire TV OS.

Amazon is making Alexa Plus available for free on all eligible Fire TV devices in the US. Previously, it was free only for Prime users, while others had to pay to use the next generation of Alexa.

Streaming and entertainment devices with Fire TV OS installed enjoy a deep Alexa Plus integration, where users can navigate through the interface, look for personalized recommendations, or even inquire about actors in a particular scene, simply by asking the assistant. Amazon says “millions of users” engage with the smarter assistant on Fire TV devices alone, and the number has roughly doubled compared to the original Alexa.

In addition to more natural, easier-to-follow conversations, Alexa Plus allows continued conversations with follow-ups. Amazon says it understands context better, letting users search for movies or TV shows without exact descriptions. Beyond that, Alexa Plus can control lighting or fetch a live feed from compatible security cameras and cast it directly onto the smart TV.

Amazon says the transition is automatic, and eligible devices include various Amazon Fire TV Stick models, Fire TV Cube, and Amazon Ember smart TVs. It also applies to other smart TVs running Fire TV OS and supporting Alexa Plus, including models from Hisense and Panasonic. It emphasizes that users need to do nothing and that Alexa Plus will activate automatically on all supported devices across the US.

This freebie, however, does not automatically upgrade other Echo devices to Alexa Plus. For that, you would still require a Prime membership or a standard Alexa Plus subscription. Furthermore, free access on Fire TV does not include additional Alexa Plus features, such as Routines, seeking specific moments recorded by Ring cameras, and other home automation modes.

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