Alexa+, Amazon's redesigned AI assistant built on large language models, can understand conversational requests to find content on Prime Video — such as "show me movies about dogs and their owners" — and control playback with voice commands. It became free for Prime subscribers after exiting early access.

Alexa+ was rebuilt from the ground up using Amazon's Nova AI models and Anthropic's Claude, replacing the earlier rule-based Alexa architecture. For Prime Video, it enables multi-turn conversational content discovery, standard voice playback controls, and a "jump-to-scene" feature announced in December 2025 that lets viewers describe a scene in their own words to jump directly to that point in a film or show. A February 2026 Fire TV interface redesign deepened Alexa+ integration with conversational search across all subscribed streaming services. Non-Prime users can access Alexa+ for $20 per month.