In addition to unveiling new hardware products at CES 2026, Amazon also updated its software services, announcing the rollout of its generative AI assistant Alexa+ to the web, freeing users from the limitations of Echo or Fire devices. Simultaneously, the Fire TV interface, the core of living room entertainment, underwent a major redesign, emphasizing a more modern visual language and faster response times.
Alexa+ Web Version: Works without buying an Echo, targeting ChatGPT
Previously, users could only use Alexa+ through smart speakers that support the Echo series or Fire series devices. But now Amazon has announced the launch of a web version of Alexa+, meaning that users will no longer need a specific Amazon device to use it. They can simply connect to the internet and open the Alexa.com website to use it.
This service will be prioritized for the Alexa+ Early Access user experience. The web version will be consistent with existing Echo devices, Fire TVs, or tablets with Alexa+. Users can ask it to answer basic questions, perform complex tasks (such as customizing recipes based on dietary restrictions), or even directly control smart home appliances or make restaurant reservations in their browser.
In addition, the web version interface will include a navigation sidebar for users to quickly access frequently used functions.
This move is seen as Amazon's attempt to break down hardware barriers and directly compete with rivals such as OpenAI ChatGPT and Google Gemini on the browser side.
Fire TV interface redesigned: rounded corners, 30% performance improvement.
In terms of living room entertainment, Amazon unveiled a brand-new Fire TV UI. The most noticeable change in this redesign is the visual design: all program and movie posters and app icons have been redesigned with rounded corners. Amazon has also adjusted the spacing of the interface to make the overall visual experience more spacious and modern, and optimized the fonts and color gradients.
Besides looking better, faster speed is also a key focus. Amazon further stated that by rewriting the original software code of Fire TV, the smoothness of the new interface has been greatly improved, and in some cases, the speed can be increased by 20% to 30%.
Key features updated:
• Pin more apps on the homepage:Previously, users could only pin up to 6 apps, but now they can pin up to 20 streaming service apps below the recommended content.
• Remote control functionality upgrade:Press the "Menu" button to quickly access the Art, Photo, and Game functions; press and hold the "Home" button to bring up the quick panel, which allows you to control settings or connected Ring cameras.
• Integration with Alexa+:The AI assistant is directly integrated into the interface and can be used to add items to your to-watch list, recommend content, or control home appliances.
Fire TV mobile app is updated simultaneously.
In addition, the Fire TV mobile app has also been upgraded. The new app is no longer just a remote control; it now allows users to browse content, edit watchlists, and cast videos directly to the TV, providing an experience closer to streaming apps like Roku and Google.
The new Fire TV UI will be rolled out first in February to the Fire TV Stick 4K Plus, the second-generation Fire TV Stick 4K Max, and the Fire TV Omni Mini-LED series TVs. Other Fire TV devices and TVs from partners (such as Hisense and Panasonic) are expected to receive the update later this spring.
