Amazon handing out free Fire TV Stick upgrades but UK users warned

Amazon is giving Fire TV Stick owners a major upgrade - but not if they're in the UK. Fire TV’s new search can help you find what you want to watch as Amazon rolls out help for those who "are spending too much time searching and scrolling for something to watch".

The average streaming customer spends more than 10 minutes searching for options each time they access their streaming services, according to Nielsen’s 2023 State of Play report. Fire TV now offers a new way to search using Alexa that makes discovering something new to watch more delightful and easy.

Fire TV’s new AI-enhanced search combines artificial intelligence with Fire TV's extensive entertainment content and app library, enabling you to find personalized TV show and movie recommendations using natural language.

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Amazon says: "You can ask Alexa to search for streaming content recommendations in the same way you might ask a friend with encyclopedic knowledge about TV shows and movies, using complex or nuanced language to ask for options based on topic, genre, plot, character, actor, and even by quotes."

For example, you can say things like: “Alexa, show me movies about dog and human friendships”, “Show me psychological thrillers with surprise endings," and “What movie has the line, 'You're killing me Smalls?'” You can search by genre (“Find Korean horror films" and "Find me medical drama shows") or by plot (“Find the mystery movie set on a private island" or "Show me movies where people get sucked into a video game").

The new Fire TV search experience has begun to roll out to customers in the US in English on select Fire TV devices running FOS6 and later. It will be available on all eligible Fire TV devices in the U.S. in the coming weeks, the US tech giant says.