Unlike the Original Alexa, Which Required Users to Know Specific Keywords or Phrases, Alexa+ Understands Natural Language

Amazon has made its upgraded Alexa+ AI assistant free for all Fire TV device owners in the US, removing the previous Prime membership requirement. The company first unveiled the enhanced assistant in February after years of development. Unlike the original Alexa, which required users to know specific keywords or phrases, Alexa+ understands natural language.

Users can ask for recommendations, such as "Show me historical dramas with strong female leads, and then refine requests with follow-ups like "recommend me something newer. The assistant can also provide context about what's being watched, including an actor's filmography. Alexa+ can control compatible smart home devices, allowing users to view front-door camera footage on their connected TV or lock smart locks through voice commands.

According to Amazon, users interact with Alexa+ nearly twice as much as they did with the old Alexa due to its conversational capabilities. While free access is currently limited to US customers, Alexa+ is also available in the UK, Canada, Mexico, Italy, Spain, Germany, Austria, Brazil and France. Amazon plans to expand the AI assistant to more countries this year and to 10 additional regions in 2027. The company says it could bring free Alexa+ to more devices and regions in the future.