Amazon’s new streaming TV device will now let users shout out when they want to turn on the TV, flip channels or search for sitcoms – all this just without pushing any buttons.

The Fire TV Cube is not entirely hands-free yet, however. Some apps or streaming services may require viewers to pick up the included remote to rewind or stop a show. Amazon says it’s working with those services to integrate voice commands.

Amazon’s other voice-controlled Fire TV devices which require a push of the remote’s mic button or a separate Echo device with the help of a Amazon’s Alexa voice assistant. Just like other devices, the Cube will also allow the views to switch between different streaming channels 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 futuristic device. It has struck deals to put the voice assistant in cars, refrigerators and alarm clocks as well. Getting people to use Alexa keeps them tied to Amazon’s services and ultimately buying more from the online retailer. The Cube will be available later this month for $120 which is roughly Rs. 8,000.

The unveiling of the Fire TV Cube came as Amazon became the first internet streaming service to buy rights to Premier League soccer matches, though they will be available only to Prime members in Britain under a three-year deal.