Amazon introduces Alexa+ for Fire TV, enabling Prime Video users to jump directly to movie scenes using natural language descriptions, character names, or famous quotes.

At launch, thousands of titles and scenes are indexable, with ongoing content indexing to expand the library over time.

The feature currently applies to indexed scenes within Prime Video purchases or rentals and Prime membership streams, with plans to broaden to more scenes and TV shows later.

Strategically, Alexa+ reduces friction in content discovery, boosts Prime Video retention, and differentiates Amazon in a crowded TV and streaming ads market.

Context includes broader AI and voice assistant integration in tech news, underscoring sponsor posts and related developments.

Alexa+ is a conversational AI assistant, announced in February 2025, launched in the US for $19.99/month (free for Prime members); rollout to Canada and other countries is planned.

The feature was previewed at Amazon’s Devices and Services event, presenting a scene-aware navigation approach while inviting scrutiny over user adoption versus traditional viewing.

Access requires full Amazon ecosystem integration: Fire TV, Prime/Prime Video, and Alexa+ (included with Prime or available as a standalone subscription soon).

The article conveys the author’s enthusiasm for Alexa+ and its potential for repeat viewing of favorite moments.

A December launch is noted, with expansions to Amazon Marketing Cloud and Creative Agent in November 2025 and future updates planned for TV episodes and more titles.

Amazon emphasizes the goal of reaching the desired moment quickly, cutting search time and enhancing the viewing experience.

The feature is designed to skip straight to scenes, improving searchability and viewing efficiency.