So, if you have any Fire TV or Fire TV Stick devices you'll now be able to use the AI-powered assistant from within the Fire TV interface - not just to pull up TV shows but to manage your smart home and ask questions.
The main selling point, though, is that the new Fire TV Stick is the first to integrate Amazon's Alexa voice assistant. It's nice to see that the All-New Fire TV Stick is shipping to United Kingdom customers at long last, and existing Fire TV customers will probably like to have Alexa along for the ride.
The new version of the Stick - Amazon's fastest-selling device ever in the United Kingdom - offers improved performance, with a quad-core CPU 30% faster than the previous version, support for HEVC, and better WiFi.
The Amazon Fire TV Stick remains the entry-level product in the Fire TV range but, apart from 4K, there's not much to separate the Stick from the more expensive Fire TV box. Like Amazon's Echo smart speakers, the Alexa remote can also be used to enable a number of "skills" such as asking for the weather or controlling smart devices around the home.
Once you've done that, getting the latest local news stories is as simple as saying "Alexa, what's in the news?" or "Alexa, play my Flash Briefing".
TV viewers will be able to speak to Alexa through a microphone built into the device's remote control.
Pakistan announces test squad for Windies series
However, there was a sigh of relief when he said that he was yet to hang his boots and will continue playing at domestic level. He said Misbah should be given a proper send-off as his services for Pakistan cricket are laudable.
Vice President of Amazon Devices International, Jorrit Van der Meulen said: "This is a big day for Fire TV customers".
The update, which is timed to coincide with the release of the new Amazon Fire TV stick, will bring support for Alexa to Amazon's entire range of Fire streaming devices, going back to its first generation Fire TV and Fire TV Streaming Stick.
Upgraded hardware will let new viewers quickly search for content and rewind programmes using only their voice, while software updates mean owners of previous versions can also get in on the act.
The newest model, which costs £39.99 and is 30 per cent faster than its predecessor, is available to buy now.
The digital assistant is always learning and developers are continually updating its software.