Alexa+

Amazon has decided to allow Alexa+ to break out of its cage. No longer confined to Amazon devices, the artificial intelligence-powered assistant is gradually rolling out to the web, ready to be used by anyone – eventually.

For now, the availability of Alexa+ on the web is limited to Early Access users, but even this marks a significant change in approach by Amazon.

Fire TV users can now jump directly to specific movie scenes by describing them to Amazon's generative AI powered Alexa+. The new feature lets viewers start playback from an exact moment in a film, cutting out manual searching or repetitive fast forwarding. It works on thousands of Prime Video titles and is already available for subscribers to try.

Alexa+ is a more conversational version of Amazon's digital assistant and is capable of handling broader and more involved tasks. It was announced in February 2025 at Amazon’s Devices and Services event and first launched in the United States priced at $19.99 a month, although Prime members get it at no extra cost. It’s now available in Canada and is expected to roll out to more countries next year.