At Amazon’s fall hardware event, the company announced will bring its upgraded AI, Alexa+, to its Fire TV devices. With Alexa+, Fire TV users will have access to expanded capabilities, like the ability to ask the AI more complex questions, get more tailored recommendations, find specific scenes in movies, and more.
For instance, Fire TV owners could previously ask Alexa+ for recommendations beyond basic questions, like “what’s a good movie for a family movie night?” Now, they could also ask for a recommendation that’s similar to a show they had binged last weekend, or for something featuring a favorite actor, among other things.
In addition, users can ask Alexa+ questions while they watch, including things like where something was filmed, where you know that actor from, questions about the soundtrack, or get behind-the-scenes trivia.
During live sporting events, Alexa+ can tell you the score from your favorite team, share player stats, and help you find live events across streaming services like Prime Video, Sling TV, DirecTV, and Fubo. You can also ask for information about a prior game’s highlights and commentary.
Another feature will let you use Alexa+ to find the right scene in a movie or show, just by asking in natural language voice commands. Initially, this feature works with “thousands” of titles on Prime Video, with more coming soon across other platforms, Amazon said.
Meanwhile, the Fire TV software interface will offer improvements in areas like its Channel Guide, Watchlist, Continue Watching row, and live TV and sports discovery features.
Amazon also announced a new lineup of Fire TV devices, including Fire TV 2-Series, 4-Series, Omni QLED TVs, and a new streaming stick called the Fire TV 4K Select. These devices will also be the first to receive the Alexa+ upgrade, along with select TVs from Panasonic and Hisense.
In 2025 alone, Amazon has launched 250 TVs with its various hardware partners, noted Aidan Marcuss, VP of Fire TV, speaking to press at Amazon’s live event in New York. And, to date, customers have purchased nearly 300 million Fire TV devices globally.
At the event, Marcuss also showed off the latest flagship TV, the Fire TV Omni QLED Series, which can adjust itself to the brightness in the room and even turn itself on when you enter. The new line is said to be 60% brighter than earlier models with double the local dimming zones, and offers brighter white and crisper blacks. It also includes an upgraded processor, Dolby Vision, and HDR 10+ Adaptive technology.
These TVs will start at $479.99 and come in 50″, 55″, 65″, and 75″ options.
The Fire TV 2-Series and 4-Series will also include this auto-adjusting brightness feature, dubbed “Omnisense,” for the first time, as well as something called Dialogue Boost, which will dynamically adjust film and TV audio to make dialogue clearer. Both are 30% faster, due to their new quad-core processor, Amazon told press.
2-Series TVs start at $159.99 and come in 32″ and 40″ options, while 4-Series TVs start at $329.99 and come in 43″, 50″, and 55″.
The Fire TV Stick 4K Select ($39.99) is designed to be a more affordable 4K streaming stick with HDR 10+ support and is powered by Amazon’s new operating system, Vega OS. It will work out of the box with all standard streaming services and will soon support Alexa+ as well as Xbox Gaming and Luna.
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