Amazon Will Automatically Give All US Fire TV Owners Its Smarter, AI-Powered Alexa

Starting August 19, 2026, Amazon will automatically upgrade all US Fire TV devices to Alexa Plus — a new version of its voice assistant powered by generative AI — at no cost and with no opt-in required. The update reaches Fire TV Sticks, Cubes, Ember smart TVs, and sets from Panasonic and Hisense. Alexa Plus previously cost $19.99/month or needed a Prime membership.