At Amazon’s fall hardware event on September 30, 2025, the company announced it will bring its upgraded AI, Alexa+, to its Fire TV devices. This upgrade will enhance user interactions and capabilities.
Enhanced Features of Alexa+
With Alexa+, Fire TV users can ask more complex questions and receive tailored recommendations. For example, users can now request suggestions similar to shows they recently watched or featuring specific actors. This is an upgrade from previous basic recommendation queries.
While watching content, users can inquire about filming locations, actor backgrounds, soundtracks, and behind-the-scenes trivia. Additionally, during live sporting events, Alexa+ can provide scores, player stats, and information about live events across various streaming services.
Another notable feature allows users to find specific scenes in movies or shows using natural language voice commands. Initially, this capability will support “thousands” of titles on Prime Video, with plans for expansion to other platforms.
New Fire TV Devices and Features
Amazon introduced a new lineup 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, alongside select models from Panasonic and Hisense.
In 2025, Amazon launched 250 TVs with various hardware partners. To date, nearly 300 million Fire TV devices have been sold globally. The Fire TV Omni QLED Series features self-adjusting brightness and improved image quality, being 60% brighter than earlier models.
The Fire TV 2-Series and 4-Series will also include the auto-adjusting brightness feature, named “Omnisense,” and a “Dialogue Boost” feature for clearer audio. The 2-Series starts at $159.99, while the 4-Series begins at $329.99.
The Fire TV Stick 4K Select is priced at $39.99 and supports HDR 10+. It operates on Amazon’s new Vega OS and will soon support Alexa+, Xbox Gaming, and Luna.
