Amazon Makes Generative AI the Default on All US Fire TV Devices

On August 19, 2026, Amazon will automatically upgrade all US Fire TV devices to Alexa Plus, its generative AI assistant, at no cost and with no opt-in. The rollout covers Fire TV Sticks, Cubes, Ember smart TVs, and third-party sets from Panasonic and Hisense. Alexa Plus previously required a $19.99/month subscription or a Prime membership.