At Amazon’s recent fall hardware event, the tech giant announced an exciting upgrade to its Fire TV lineup with the introduction of Alexa+. This enhanced version of Alexa is designed to provide Fire TV users with a significantly improved experience, offering expanded capabilities that will transform how viewers interact with their television.
With Alexa+, Fire TV users can now ask more complex questions and receive tailored recommendations. For example, instead of simply inquiring, “What’s a good movie for a family movie night?” viewers can now request suggestions based on shows they recently binged or even ask for films starring their favorite actors. This advancement highlights Amazon’s commitment to making streaming more personalized and user-friendly.
Another notable enhancement is the ability to engage with Alexa+ while watching content. Users can ask questions such as where a particular scene was filmed, details about the actor, the soundtrack, or even behind-the-scenes trivia. During live sporting events, Alexa+ can provide real-time updates, including scores from favorite teams, player statistics, and information on live events across various streaming platforms such as Prime Video, Sling TV, DirecTV, and Fubo. Additionally, users can inquire about highlights and commentary from previous games, making sports viewing more interactive.
One of the standout features of Alexa+ is the ability to locate specific scenes in movies or shows using natural language voice commands. Amazon has stated that this feature will initially support “thousands” of titles on Prime Video, with more titles being added from other platforms in the near future. This capability makes it easier for viewers to navigate their favorite content quickly and efficiently.
In addition to the new Alexa+ features, Amazon is also rolling out improvements to the Fire TV software interface. Enhancements will be seen in areas like the Channel Guide, Watchlist, and the Continue Watching row, along with more effective live TV and sports discovery features. These updates aim to streamline the user experience and make content discovery simpler and faster.
Amazon has also introduced a new range of Fire TV devices, including the Fire TV 2-Series, 4-Series, Omni QLED TVs, and a new streaming stick known as the Fire TV 4K Select. These devices will be among the first to receive the Alexa+ upgrade, alongside select TVs from Panasonic and Hisense. According to Aidan Marcuss, VP of Fire TV, Amazon has launched 250 TVs in partnership with various hardware partners in 2025 alone, and nearly 300 million Fire TV devices have been purchased globally.
During the event, Marcuss showcased the latest flagship Fire TV Omni QLED Series, which features a self-adjusting brightness capability that adapts to the room's lighting. This new series is reported to be 60% brighter than its predecessors, offering double the local dimming zones for enhanced picture quality. The Omni QLED TVs also come with an upgraded processor, Dolby Vision, and HDR 10+ Adaptive technology. Prices for these models start at $479.99 and are available in sizes ranging from 50″ to 75″.
The Fire TV 2-Series and 4-Series will also incorporate the auto-adjusting brightness feature, referred to as “Omnisense,” along with Dialogue Boost technology, which enhances dialogue clarity. These models are designed for improved performance, with both series operating 30% faster thanks to a new quad-core processor. The 2-Series TVs start at $159.99 and are available in 32″ and 40″ sizes, while the 4-Series starts at $329.99 and comes in 43″, 50″, and 55″ options.
For those seeking an affordable streaming option, the Fire TV Stick 4K Select, priced at $39.99, offers 4K streaming with HDR 10+ support. Powered by Amazon's new Vega OS, this stick is designed for seamless integration with all major streaming services and will soon support Alexa+ as well as Xbox Gaming and Luna, further enhancing the streaming experience for users.
With these exciting updates and new devices, Amazon continues to innovate in the realm of smart home entertainment, solidifying its position as a leader in the industry.
