Alexa+ Goes Free for Fire TV Users, No Prime Membership Required

Alexa+, which once required a $20 monthly fee to unlock, is now accessible with just a compatible Fire TV device. Amazon announced that US users who own current-generation Fire TV Stick, Fire TV Cube, Amazon Ember smart TVs, or smart TVs from brands like Hisense and Panasonic with built-in Alexa+ can now use the upgraded voice assistant for free—no longer requiring a Prime membership to qualify.

Alexa+ first debuted this February, marking the natural language version Amazon rolled out after years of development. Unlike the old Alexa, which relied on memorizing specific command keywords, Alexa+ can understand conversational queries. For example, instead of naming a specific show, users can simply ask, "Recommend some historical dramas with strong female leads," then follow up with "Show me something newer," and the system will understand and narrow down the results accordingly. Users can also ask directly about an actor's other works, letting the voice assistant provide background info in real time while watching.

For households with other smart home devices, Alexa+ can also serve as a control hub. Users can say "Show the front door," and the TV will pull up the entryway camera feed, or give a verbal command to lock the door and control a connected smart lock. Amazon states that users interact with Alexa+ nearly twice as often as they did with the old Alexa, thanks to the new version's ability to handle queries and requests that feel much closer to everyday conversation.

For now, the free-access eligibility is limited to US users, while the Alexa+ service itself has already launched in the UK, Canada, Mexico, Italy, Spain, Germany, Austria, Brazil, and France. Amazon says it will continue expanding to more countries this year, with plans to add 10 more regions by 2027. As for whether the free plan will extend to more devices and markets, the company has only said there's potential for future expansion, without providing a clear timeline.