Amazon is expanding free access to its Alexa+ AI assistant, making it available to anyone in the US with eligible Fire TV devices. Previously, the feature was only free for Prime subscribers, with Amazon charging $20 per month for standalone access. Now, all users with compatible devices—including current-generation Fire TV Sticks, Fire TV Cube, Amazon Ember smart TVs, and select models from Hisense and Panasonic—can use Alexa+ at no cost.

Unveiled in February after years of development, Alexa+ introduces advanced natural language processing, allowing users to ask conversational questions like "Show me historical dramas with strong female leads" and receive tailored recommendations. The assistant can also provide context about what’s playing, such as actor filmographies, and control connected smart home devices. Amazon reports that users engage with Alexa+ nearly twice as much as the original Alexa due to its improved conversational abilities.

While free access is currently limited to US customers, Alexa+ is also available in several international markets, including the UK, Canada, and Germany, with plans to expand to more countries this year and 10 additional regions by 2027.