https://phys.org/news/2018-06-amazon-unveils-hands-free-streaming-tv.html

Amazon's other voice-controlled Fire TV devices require a push of the remote's mic button or a separate Echo device with Amazon's Alexa voice assistant. Unlike the other devices, the Cube will let viewers switch between streaming services like Netflix and regular cable channels with such voice commands as "Alexa, turn on ESPN." The new device can also do typical Alexa tasks, such as playing "Jeopardy!" or fetching the weather, even when the TV is off.

Amazon sees Alexa as a major part of its future. It has struck deals to put the voice assistant in cars, refrigerators and alarm clocks. Getting people to use Alexa keeps them tied to Amazon's services and ultimately buying more from the online retailer.