Amazon has officially introduced its upgraded AI assistant, Alexa+, to Fire TV devices, bringing conversational AI and smarter viewing experiences to millions of households.
Announced at the company’s fall hardware event in New York, Alexa+ on Fire TV delivers more natural, AI-powered conversations, letting users ask complex questions, get tailored movie and show recommendations, explore trivia, and even pull up live sports stats.
Smarter Entertainment With AI
Previously, Fire TV owners could ask Alexa for broad suggestions like “What’s a good movie for family night?” With Alexa+, requests can get far more specific — from finding shows similar to last weekend’s binge to suggesting movies starring a favorite actor.
While watching, users can ask:
- “Where was this scene filmed?”
- “Where do I know that actor from?”
- “What’s the song playing right now?”
During live sports, Alexa+ can instantly share scores, player stats, game highlights, and even locate live matches across services like Prime Video, Sling TV, DirecTV, and Fubo.
AI-Powered Scene Search
One standout feature is natural language scene search, allowing viewers to jump directly to a specific moment in a film or show. This capability already works across thousands of Prime Video titles, with support expanding to other platforms soon.
New Fire TV Devices
Alongside Alexa+, Amazon revealed its 2025 Fire TV lineup, which includes:
- Fire TV Omni QLED Series (from $479.99, up to 75”) – 60% brighter screens, Dolby Vision, HDR10+ Adaptive, Omnisense auto-brightness, and Dialogue Boost.
- Fire TV 4-Series (from $329.99) – Now with Omnisense and faster quad-core processors.
- Fire TV 2-Series (from $159.99) – Budget-friendly models in 32” and 40” sizes.
- Fire TV Stick 4K Select ($39.99) – Affordable 4K HDR streaming stick running Amazon’s new Vega OS with upcoming support for Alexa+, Luna, and Xbox Gaming.
Amazon’s Expanding TV Ecosystem
Amazon VP of Fire TV Aidan Marcuss noted that nearly 300 million Fire TV devices have been sold worldwide, with over 250 TV models launched in 2025 alone through partners like Panasonic and Hisense.
The debut of Alexa+ on Fire TV devices marks a major step forward in Amazon’s AI push, blending entertainment, interactivity, and smart assistance into a unified living room experience.