At its fall hardware event, Amazon announced that its upgraded AI assistant, Alexa+, is coming to Fire TV devices, bringing smarter features and more natural interactions.
With Alexa+, Fire TV users can now ask more complex questions, get personalized recommendations, and even find specific scenes in movies and shows. For example, users can ask for films similar to a recently binged series or search for titles featuring a favorite actor.
Viewers can also ask Alexa+ questions while watching, including where a scene was filmed, actor details, soundtrack info, or behind-the-scenes trivia. During live sports, Alexa+ can provide scores, player stats, and help find games across Prime Video, Sling TV, DirecTV, and Fubo. Fans can also request highlights and commentary from previous matches.
Another standout feature is natural-language search for scenes. By simply describing a moment, Alexa+ can jump directly to that part of the movie or show, initially available on thousands of Prime Video titles, with more platforms coming soon.
Alongside the AI upgrade, Amazon revealed improvements to Fire TV’s interface, including updates to the Channel Guide, Watchlist, Continue Watching row, and live TV discovery tools.
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The company also launched a refreshed lineup of devices:
- Fire TV Omni QLED Series (from $479.99): 60% brighter, with Dolby Vision, HDR 10+ Adaptive, Omnisense auto-brightness, and Dialogue Boost. Sizes range from 50″ to 75″.
- Fire TV 2-Series (from $159.99): 32″ and 40″ models with Omnisense and faster quad-core processors.
- Fire TV 4-Series (from $329.99): 43″, 50″, and 55″ models with upgraded brightness and processing speed.
- Fire TV Stick 4K Select ($39.99): an affordable 4K streaming stick with HDR 10+, powered by Amazon’s new Vega OS, and soon to support Alexa+, Xbox Gaming, and Luna.
Amazon’s VP of Fire TV, Aidan Marcuss, noted that in 2025 alone, Amazon launched 250 TVs with hardware partners. To date, nearly 300 million Fire TV devices have been sold worldwide.
With Alexa+ built directly into Fire TV, Amazon aims to make entertainment smarter, more interactive, and tailored to users’ needs.
