Amazon announced the integration of its upgraded artificial intelligence, Alexa+, into its Fire TV devices and introduced a new lineup of Fire TV hardware at its recent fall hardware event. The update aims to expand user interaction with more complex queries and enhanced content discovery capabilities.
With Alexa+, Fire TV users gain access to expanded functionalities, including the ability to ask the AI more complex questions and receive more tailored content recommendations. Previously, the system provided basic recommendations; now, it can suggest titles similar to recently watched shows or featuring specific actors. Users can also leverage Alexa+ to find particular scenes within movies or shows using natural language voice commands. Amazon stated that this scene-finding feature is initially available for "thousands" of titles on Prime Video, with plans for broader platform integration.
The upgraded AI also enables users to pose questions while content is actively playing, such as queries about filming locations, actor information, soundtrack details, or behind-the-scenes trivia. During live sporting events, Alexa+ can provide real-time scores for favored teams, player statistics, and assist in locating live events across various streaming services, including Prime Video, Sling TV, DirecTV, and Fubo. Information regarding prior game highlights and commentary is also accessible through the AI.
Concurrently, Amazon announced improvements to the Fire TV software interface. These enhancements target areas such as the Channel Guide, Watchlist, Continue Watching row, and features designed for live TV and sports discovery. The Alexa+ upgrade will initially roll out to the newly announced Fire TV devices, as well as select televisions from Panasonic and Hisense.
The company unveiled a new lineup of Fire TV hardware, which includes the Fire TV 2-Series, 4-Series, Omni QLED TVs, and a new streaming stick named the Fire TV 4K Select. Aidan Marcuss, VP of Fire TV, stated at the event that Amazon has launched 250 TVs with its hardware partners in 2025 alone, noting that customers have purchased nearly 300 million Fire TV devices globally to date.
The flagship Fire TV Omni QLED Series features auto-adjusting brightness, is reportedly 60% brighter than previous models with double the local dimming zones, and offers enhanced white and black levels. It integrates an upgraded processor, Dolby Vision, and HDR 10+ Adaptive technology. These TVs start at $479.99 and are available in 50", 55", 65", and 75" options. The 2-Series and 4-Series models will also incorporate the "Omnisense" auto-adjusting brightness feature for the first time, alongside "Dialogue Boost" technology to clarify audio dialogue. Amazon reported these series are 30% faster due to new quad-core processors. The 2-Series starts at $159.99 (32", 40"), and the 4-Series at $329.99 (43", 50", 55"). The Fire TV Stick 4K Select, priced at $39.99, supports HDR 10+ and operates on Amazon’s new Vega OS, with upcoming support for Alexa+, Xbox Gaming, and Luna.
