Amazon.com Inc.'s Fire TV now has more than 40 million active users across the globe.

The online retailer also expanded the Fire TV Edition program to offer more features to developers, operators and device-makers across multiple categories, including automotive, smart TVs, soundbars and streaming media players, the company said Jan. 6. The Fire TV Edition for operators is now available in North America, Europe, India and Japan.

For auto, the company partnered with automakers Bayerische Motoren Werke AG and Fiat Chrysler Automobiles NV to offer hands-free access to Alexa, touch screen interface and offline playback capabilities in cars. Amazon is also collaborating with VOXX Automotive Corp., a wholly owned subsidiary of VOXX International Corp. and Garmin Ltd., to deliver services that accelerate the development cycle for automakers.

For operators, Amazon said it is working with the National Cable Television Cooperative Inc. to allow its members to offer Fire TV streaming media players directly to their customers. Further, Amazon announced the launch of the TCL Alto 8+ soundbar — Fire TV Edition in the U.S. and Canada.

In September 2019, Amazon teamed up with Anker Innovations Ltd. to launch the Nebula Soundbar — Fire TV Edition. Amazon will continue its partnership with Anker and will work with other device manufacturers on soundbar services.

Amazon plans to launch the next generation of Fire TV Edition smart TVs in the U.S, Canada, India, U.K., Ireland, Germany, Austria, Italy, Spain and Mexico in the coming year.