Amazon will roll out Alexa+ upgrades to Fire TV users in the US starting in November, with broader availability early next year. The enhanced AI assistant will feature a new hub with personalized prompt suggestions based on user history and improved reasoning capabilities to answer complex questions. Examples include finding Emmy-nominated shows that were snubbed or listing MCU films in chronological order.

Users can share article links or upload photos to get tailored movie and show recommendations. The mobile app will support deep linking to streaming services, allowing instant playback on phones and seamless continuation on TV via the "Continue Watching" row. Fire TV also adds integrated live content from over 40 apps, including YouTube TV, Peacock, Tubi, Sling, and DirecTV, and consolidates cloud gaming through the Games Hub with Xbox, Luna, and NVIDIA GeForce NOW.

An updated Music app launching this fall will offer full access to music videos, podcasts, and live concert streams.