Amazon has launched an AI-powered search tool for is Fire TV devices to save viewers time and help them to discover new content.

Users can ask the virtual assistant Alexa for recommendations based on topic, genre, actor and quotes.

Amazon said the new search is powered by a large language model (LLM) built by Amazon which allows viewers to use complex and nuanced language when finding something to watch.

The company has started to roll out the service in English to customers in the US on Fire TV devices using an up-to-date operating system. It will be available on all eligible Fire TV devices in the US in the coming weeks.

“Ten years ago, Fire TV introduced a new way to search for entertainment content using just your voice, and today, we’re reinventing that experience again with the power of AI,” Amazon said. “These recommendations are contextual, personalised for you, and will include choices from your Prime Video or other streaming subscription libraries, so you know which ones are free to you.”

Earlier this week, Amazon launched a service allowing Prime customers in the US to order food from restaurants in all 50 states with Grubhub via the company’s website and shopping app.

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