Amazon has expanded access to its AI-powered Alexa+ assistant, making it free for all users with eligible Fire TV devices. This move removes the previous restriction that limited the service to Prime members. The change is part of Amazon's broader strategy to integrate AI capabilities more deeply into its ecosystem of devices.

Alexa+ has been available on Fire TV for some time, but the new policy ensures that all users, regardless of their Prime subscription status, can access the AI assistant. The service was previously offered for free to Prime members, but now it is universally available to anyone with a compatible Fire TV device in the US.

The number of eligible Fire TV devices in the US is estimated at 180,741,504. Amazon has not disclosed the exact number of users who previously accessed Alexa+ through Prime membership. However, the expansion of free access is expected to significantly increase the user base of the AI assistant.

The removal of the Prime requirement may impact Amazon's revenue from Alexa+ subscriptions, which previously cost $20 per month. However, the company may benefit from increased user engagement and data collection, which could drive long-term improvements in AI performance. The change also reduces vendor lock-in for users who rely on Amazon's ecosystem.

This update is part of a broader trend in the tech industry to make AI assistants more accessible. Amazon's move could influence competitors to follow suit, potentially reshaping the market for AI-powered services. The company has not indicated any immediate plans to expand the free access policy beyond Fire TV devices.