Alexa+ comes to new Fire TV devices with AI-powered conversations

During Amazon's recent hardware showcase, the tech giant rolled out its latest AI enhancement, Alexa+, for Fire TV users. This upgrade brings a wealth of new features, allowing users to engage with the AI in more sophisticated ways. Users can now pose intricate questions and receive personalized recommendations tailored to their viewing habits. For example, instead of merely asking for family-friendly films, viewers can seek suggestions that mirror a series they binge-watched over the weekend or highlight projects featuring their favorite actors. In addition to these capabilities, Alexa+ enriches the viewing experience by enabling users to inquire about various aspects while watching a show. Viewers can ask about filming locations, trivia about the soundtrack, or gain insights into the cast. During live sports broadcasts, Alexa+ can provide real-time updates on scores, player statistics, and help navigate live events across platforms like Prime Video, Sling TV, DirecTV, and Fubo. Users can also revisit highlights and commentary from past games, making it a comprehensive sports companion. Another notable feature allows users to locate specific scenes in movies or shows simply by using natural voice commands. Initially, this functionality will support thousands of titles on Prime Video, with plans to expand to additional platforms shortly. Alongside the Alexa+ announcement, Amazon introduced a new range of Fire TV devices, including the Fire TV 2-Series, 4-Series, Omni QLED TVs, and the Fire TV 4K Select streaming stick. These devices will be the first to receive the Alexa+ upgrade, along with select models from partners like Panasonic and Hisense. Aidan Marcuss, VP of Fire TV, highlighted that Amazon has launched 250 new TVs with various partners in 2025 alone, while global sales of Fire TV devices have approached 300 million units. At the event, Marcuss showcased the Fire TV Omni QLED Series—a flagship model capable of automatically adjusting its brightness based on room lighting and turning on when someone enters the space. This new series is touted to be 60% brighter than previous models, featuring double the local dimming zones, improved white brightness, and deeper blacks. It boasts an upgraded processor along with Dolby Vision and HDR 10+ Adaptive technology, starting at a price of $479.99 for sizes ranging from 50 to 75 inches. The Fire TV 2-Series and 4-Series will also incorporate the new auto-adjusting brightness feature, called 'Omnisense,' along with 'Dialogue Boost' to enhance audio clarity. Both series will run 30% faster due to a new quad-core processor, with the 2-Series beginning at $159.99 for 32-inch and 40-inch models, while the 4-Series starts at $329.99 for 43-inch, 50-inch, and 55-inch options. The Fire TV Stick 4K Select, priced at $39.99, is an affordable 4K streaming option equipped with HDR 10+ support and powered by Amazon’s new Vega OS, which will soon be compatible with Alexa+ as well as Xbox Gaming and Luna.