Amazon makes Alexa+ free on all Fire TV devices

Amazon is rolling out its AI-powered Alexa+ assistant for free on all compatible Fire TV devices in the US, automatically upgrading users regardless of Prime membership status.

Why it matters: Alexa+ had largely been gated behind Prime, so removing that gate for Fire TV significantly widens its potential user base. It signals Amazon prioritizing AI assistant adoption over near-term subscription revenue, echoing the free-tier pushes already playing out among competing chatbots.