Alexa+ is making Fire TV smarter, from your TV to your phone

Key takeaways Alexa+ gets a dedicated hub on Fire TV with smarter reasoning when recommending movies and shows. The Fire TV app now uses Alexa+ to help you discover shows and manage watchlists on the go. Upgraded entertainment hubs organize live TV, cloud gaming, and creator content.

At the start of this year, Amazon launched an all-new Fire TV experience that was designed to be cleaner, more organized, and faster for customers to navigate. The goal was to help customers more quickly and more easily find what they want to watch.

And so far, it’s working—one way Amazon measures success with Fire TV is whether customers actually watch the movie or show they pick. With the new Fire TV experience customers are now finding what to watch tens of millions more times per month compared to the previous experience.

With new updates coming to the Fire TV experience and the Fire TV mobile app this fall, the team at Amazon is focused on continuing to help customers discover content they’re going to love.

Fire TV launches all-new, faster 4K stick and new remote design The new Fire TV Stick 4K gets customers to content fast, and the redesigned Fire TV Remote features more tactile controls. How Alexa+ is changing the way customers can search for entertainment A year ago, Alexa+ improved how customers discover what to watch on Fire TV.

What's new is the depth of reasoning: Alexa+ now draws on real-world context—awards, events, cultural references—alongside a customer's subscriptions and watch history to answer more complex questions and deliver smarter, more personal responses. Alexa+ won’t just be matching keywords.

Alexa will be reasoning across a customer's subscriptions, watch history, availability, and world context to answer more nuanced questions. Customers will be able to ask more complex questions like these examples and get smarter, more helpful, and personalized responses: “Alexa, I’m diving into the Marvel universe.

Show me the movies in the universe timeline order.” “Alexa, find shows that were nominated for the recent Emmys but got snubbed.” “Alexa, show me the highest-rated book-to-screen movie adaptations.” “Alexa, show me the games I should watch this weekend.

“ With these new capabilities, Amazon is also redesigning the experience so customers can ask follow-up questions, dig deeper, and scroll back up in a new, threaded conversation so they can see what Alexa recommended earlier.

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The new Alexa+ hub offers relevant and personalized prompt suggestions—things a customer might want to ask—and is designed to deliver helpful recommendations.

Customers can click into any prompt and watch, view recent conversations with Alexa+ across their devices, and even pick back up on a conversation they started earlier on another Echo device or the Alexa app.

The Fire TV mobile app helps organize your entertainment Entertainment inspiration often strikes when you’re away from your TV—a friend's text, a trailer on social media, or a show someone mentioned over dinner. By the time customers sit down to watch, it’s easy to forget the name of that recommendation.

Amazon is bringing Alexa+ into the Fire TV mobile app to close that gap. Customers will be able to search via text or voice on the Fire TV mobile app, browse recommendations, and add titles to a watchlist with an easy tap.

Three new features connect real-world discovery to Fire TV: Article sharing: Customers reading an article or listicle about recommended movies or shows will be able to share that link with the Fire TV mobile app. Alexa+ turns the article into a curated list, and customers can add any or all of those titles to their watchlist.

Photo inspiration: Customers will be able to take a photo of something that reminds them of a movie or show—a poster, a real-world location, a screenshot of a scene, a meme—and send it to the app. Alexa+ identifies the picture, gives movie or show recommendations inspired by it, and displays which streaming services carry the recommendations.

Watching on your phone: When customers find something in the app, they can tap the streaming service icon and start watching immediately on their phone as the app deep links them to that service’s app. When they get home, the title appears in their Continue Watching row on Fire TV, letting them jump back into where they left off.

Alexa+ now available to everyone in the US—and free for Prime members Alexa+ is a Prime benefit, giving members a powerful AI assistant accessible by voice, browser, and the Alexa app for no additional cost. Improved entertainment hubs organize content For the times when customers just want to pick up their remote and br