diff --git a/homeassistant/components/alexa_devices/__init__.py b/homeassistant/components/alexa_devices/__init__.py
index b04be74029e62a..3173b9cf6657c4 100644
--- a/homeassistant/components/alexa_devices/__init__.py
+++ b/homeassistant/components/alexa_devices/__init__.py
@@ -1,8 +1,20 @@
 """Alexa Devices integration."""
 
+import asyncio
+
+from homeassistant.components.labs import (
+    EventLabsUpdatedData,
+    async_is_preview_feature_enabled,
+    async_subscribe_preview_feature,
+)
 from homeassistant.const import CONF_COUNTRY, Platform
 from homeassistant.core import HomeAssistant
-from homeassistant.helpers import aiohttp_client, config_validation as cv, httpx_client
+from homeassistant.helpers import (
+    aiohttp_client,
+    config_validation as cv,
+    entity_registry as er,
+    httpx_client,
+)
 from homeassistant.helpers.typing import ConfigType
 from homeassistant.util.ssl import SSL_ALPN_HTTP11_HTTP2
 
@@ -32,13 +44,14 @@ async def async_setup(hass: HomeAssistant, config: ConfigType) -> bool:
 async def async_setup_entry(hass: HomeAssistant, entry: AmazonConfigEntry) -> bool:
     """Set up Alexa Devices platform."""
 
+    non_labs_platforms = [p for p in PLATFORMS if p != Platform.MEDIA_PLAYER]
+
     session = aiohttp_client.async_create_clientsession(hass)
     coordinator = AmazonDevicesCoordinator(hass, entry, session)
 
     await coordinator.async_config_entry_first_refresh()
 
     await coordinator.sync_history_state()
-    await coordinator.sync_media_state()
 
     async def _on_http2_reauth_required() -> None:
         entry.async_start_reauth(hass)
@@ -55,9 +68,73 @@ async def _on_http2_reauth_required() -> None:
 
     entry.async_on_unload(coordinator.api.stop_http2_processing)
 
+    media_player_loaded = False
+    _update_lock = asyncio.Lock()
+
+    def _async_set_media_player_registry(*, enabled: bool) -> None:
+        """Sync media player registry entry disabled state with labs status."""
+        ent_reg = er.async_get(hass)
+        entities = er.async_entries_for_config_entry(ent_reg, entry.entry_id)
+
+        for entity in entities:
+            if entity.domain != Platform.MEDIA_PLAYER:
+                continue
+
+            if enabled and entity.disabled_by is er.RegistryEntryDisabler.INTEGRATION:
+                ent_reg.async_update_entity(entity.entity_id, disabled_by=None)
+            elif not enabled and entity.disabled_by is None:
+                ent_reg.async_update_entity(
+                    entity.entity_id,
+                    disabled_by=er.RegistryEntryDisabler.INTEGRATION,
+                )
+
+    async def _async_update_alexa_media(
+        event_data: EventLabsUpdatedData | None = None,
+    ) -> None:
+        nonlocal media_player_loaded
+
+        async with _update_lock:
+            enabled = (
+                event_data["enabled"]
+                if event_data is not None
+                else async_is_preview_feature_enabled(hass, DOMAIN, "alexa_media")
+            )
+
+            if enabled:
+                _async_set_media_player_registry(enabled=True)
+                await coordinator.sync_media_state()
+
+                if not media_player_loaded:
+                    await hass.config_entries.async_forward_entry_setups(
+                        entry, [Platform.MEDIA_PLAYER]
+                    )
+                    media_player_loaded = True
+            else:
+                _async_set_media_player_registry(enabled=False)
+                if media_player_loaded:
+                    if await hass.config_entries.async_unload_platforms(
+                        entry, [Platform.MEDIA_PLAYER]
+                    ):
+                        media_player_loaded = False
+                    else:
+                        _LOGGER.warning(
+                            "Failed to unload media player platform for %s",
+                            entry.entry_id,
+                        )
+
+    entry.async_on_unload(
+        async_subscribe_preview_feature(
+            hass,
+            DOMAIN,
+            "alexa_media",
+            _async_update_alexa_media,
+        )
+    )
+
     entry.runtime_data = coordinator
 
-    await hass.config_entries.async_forward_entry_setups(entry, PLATFORMS)
+    await hass.config_entries.async_forward_entry_setups(entry, non_labs_platforms)
+    await _async_update_alexa_media()
 
     return True
 
diff --git a/homeassistant/components/alexa_devices/manifest.json b/homeassistant/components/alexa_devices/manifest.json
index 1c7842f6cac5c7..9286f0130a168e 100644
--- a/homeassistant/components/alexa_devices/manifest.json
+++ b/homeassistant/components/alexa_devices/manifest.json
@@ -7,6 +7,13 @@
   "integration_type": "hub",
   "iot_class": "cloud_polling",
   "loggers": ["aioamazondevices"],
+  "preview_features": {
+    "alexa_media": {
+      "feedback_url": "https://discord.gg/9P75ptv8WT",
+      "learn_more_url": "https://github.com/chemelli74/aioamazondevices/wiki/Media-Player-Testing",
+      "report_issue_url": "https://github.com/chemelli74/aioamazondevices/issues/new"
+    }
+  },
   "quality_scale": "platinum",
   "requirements": ["aioamazondevices==13.8.1"]
 }
diff --git a/homeassistant/components/alexa_devices/strings.json b/homeassistant/components/alexa_devices/strings.json
index 0ec611a8d62c9c..0baef99575b58f 100644
--- a/homeassistant/components/alexa_devices/strings.json
+++ b/homeassistant/components/alexa_devices/strings.json
@@ -127,6 +127,14 @@
       "message": "Invalid sound {sound} specified"
     }
   },
+  "preview_features": {
+    "alexa_media": {
+      "description": "This will enable functionality to view and control music playback and volume on your Alexa devices.\n\nThis is a preview feature and liable to change.\n\nPlease provide feedback or report issues using the buttons below or join us on [Discord](https://discord.gg/9P75ptv8WT).",
+      "disable_confirmation": "Disabling this feature will remove media players for your Alexa devices. You can re-enable this at any time to set up media players again.",
+      "enable_confirmation": "This feature is to gather feedback on the media player platform for Alexa Devices. Enabling this will set up media players for your Alexa devices.",
+      "name": "Media player platform"
+    }
+  },
   "selector": {
     "info_skill": {
       "options": {
diff --git a/homeassistant/generated/labs.py b/homeassistant/generated/labs.py
index fb4abef4625476..5b7be2b1bd7929 100644
--- a/homeassistant/generated/labs.py
+++ b/homeassistant/generated/labs.py
@@ -4,6 +4,13 @@
 """
 
 LABS_PREVIEW_FEATURES = {
+    "alexa_devices": {
+        "alexa_media": {
+            "feedback_url": "https://discord.gg/9P75ptv8WT",
+            "learn_more_url": "https://github.com/chemelli74/aioamazondevices/wiki/Media-Player-Testing",
+            "report_issue_url": "https://github.com/chemelli74/aioamazondevices/issues/new",
+        },
+    },
     "analytics": {
         "snapshots": {
             "feedback_url": "https://forms.gle/GqvRmgmghSDco8M46",
diff --git a/tests/components/alexa_devices/test_init.py b/tests/components/alexa_devices/test_init.py
index dff813529d26e5..7c2a2f52ed3627 100644
--- a/tests/components/alexa_devices/test_init.py
+++ b/tests/components/alexa_devices/test_init.py
@@ -11,10 +11,12 @@
     CONF_SITE,
     DOMAIN,
 )
+from homeassistant.components.labs import async_update_preview_feature
 from homeassistant.config_entries import ConfigEntryState
 from homeassistant.const import CONF_COUNTRY, CONF_PASSWORD, CONF_USERNAME
 from homeassistant.core import HomeAssistant
-from homeassistant.helpers import device_registry as dr
+from homeassistant.helpers import device_registry as dr, entity_registry as er
+from homeassistant.setup import async_setup_component
 
 from . import setup_integration
 from .const import TEST_DEVICE_1_SN, TEST_PASSWORD, TEST_USER_ID, TEST_USERNAME
@@ -205,3 +207,112 @@ async def test_http2_stop_processing_called_on_unload(
     await hass.async_block_till_done()
 
     mock_amazon_devices_client.stop_http2_processing.assert_awaited_once()
+
+
+async def test_labs_disable_unloads_media_player_without_removing_registry_entry(
+    hass: HomeAssistant,
+    mock_amazon_devices_client: AsyncMock,
+    mock_config_entry: MockConfigEntry,
+    entity_registry: er.EntityRegistry,
+) -> None:
+    """Test media player entities are preserved in the registry when labs is disabled."""
+    assert await async_setup_component(hass, "labs", {})
+
+    await setup_integration(hass, mock_config_entry)
+
+    assert hass.states.get("media_player.echo_test") is None
+    assert entity_registry.async_get("media_player.echo_test") is None
+
+    await async_update_preview_feature(hass, DOMAIN, "alexa_media", True)
+    await hass.async_block_till_done()
+
+    media_player_entry = entity_registry.async_get("media_player.echo_test")
+    assert media_player_entry is not None
+    assert hass.states.get("media_player.echo_test") is not None
+    assert media_player_entry.disabled_by is None
+
+    entity_registry.async_update_entity("media_player.echo_test", name="Kitchen Echo")
+    media_player_entry = entity_registry.async_get("media_player.echo_test")
+    assert media_player_entry is not None
+    assert media_player_entry.name == "Kitchen Echo"
+
+    await async_update_preview_feature(hass, DOMAIN, "alexa_media", False)
+    await hass.async_block_till_done()
+
+    assert hass.states.get("media_player.echo_test") is None
+    media_player_entry = entity_registry.async_get("media_player.echo_test")
+    assert media_player_entry is not None
+    assert media_player_entry.disabled_by is er.RegistryEntryDisabler.INTEGRATION
+    assert media_player_entry.name == "Kitchen Echo"
+
+    await async_update_preview_feature(hass, DOMAIN, "alexa_media", True)
+    await hass.async_block_till_done()
+
+    assert hass.states.get("media_player.echo_test") is not None
+    media_player_entry = entity_registry.async_get("media_player.echo_test")
+    assert media_player_entry is not None
+    assert media_player_entry.disabled_by is None
+    assert media_player_entry.name == "Kitchen Echo"
+
+
+async def test_labs_enabled_before_setup_loads_media_player_platform(
+    hass: HomeAssistant,
+    mock_amazon_devices_client: AsyncMock,
+    mock_config_entry: MockConfigEntry,
+    entity_registry: er.EntityRegistry,
+) -> None:
+    """Test media player platform is loaded on setup when labs feature is already enabled."""
+    assert await async_setup_component(hass, "labs", {})
+    await async_update_preview_feature(hass, DOMAIN, "alexa_media", True)
+    await hass.async_block_till_done()
+
+    await setup_integration(hass, mock_config_entry)
+
+    media_player_entry = entity_registry.async_get("media_player.echo_test")
+    assert media_player_entry is not None
+    assert media_player_entry.disabled_by is None
+    assert hass.states.get("media_player.echo_test") is not None
+
+
+async def test_labs_disable_logs_warning_when_unload_fails(
+    hass: HomeAssistant,
+    mock_amazon_devices_client: AsyncMock,
+    mock_config_entry: MockConfigEntry,
+) -> None:
+    """Test a warning is logged and media_player_loaded stays True when platform unload fails."""
+    assert await async_setup_component(hass, "labs", {})
+
+    await async_update_preview_feature(hass, DOMAIN, "alexa_media", True)
+    await hass.async_block_till_done()
+
+    await setup_integration(hass, mock_config_entry)
+
+    assert hass.states.get("media_player.echo_test") is not None
+
+    with (
+        patch.object(
+            hass.config_entries,
+            "async_unload_platforms",
+            return_value=False,
+        ) as mock_unload,
+        patch("homeassistant.components.alexa_devices._LOGGER") as mock_logger,
+    ):
+        await async_update_preview_feature(hass, DOMAIN, "alexa_media", False)
+        await hass.async_block_till_done()
+
+    mock_unload.assert_awaited_once()
+    mock_logger.warning.assert_called_once_with(
+        "Failed to unload media player platform for %s",
+        mock_config_entry.entry_id,
+    )
+
+    # Confirm media_player_loaded stayed True — unload is attempted again on next disable event
+    with patch.object(
+        hass.config_entries,
+        "async_unload_platforms",
+        return_value=False,
+    ) as mock_unload2:
+        await async_update_preview_feature(hass, DOMAIN, "alexa_media", False)
+        await hass.async_block_till_done()
+
+    mock_unload2.assert_awaited_once()
diff --git a/tests/components/alexa_devices/test_media_player.py b/tests/components/alexa_devices/test_media_player.py
index 8d1399514e7337..af79427a483711 100644
--- a/tests/components/alexa_devices/test_media_player.py
+++ b/tests/components/alexa_devices/test_media_player.py
@@ -18,7 +18,9 @@
 import pytest
 from syrupy.assertion import SnapshotAssertion
 
+from homeassistant.components.alexa_devices.const import DOMAIN
 from homeassistant.components.alexa_devices.coordinator import SCAN_INTERVAL
+from homeassistant.components.labs import async_update_preview_feature
 from homeassistant.components.media_player import (
     ATTR_MEDIA_VOLUME_LEVEL,
     ATTR_MEDIA_VOLUME_MUTED,
@@ -38,6 +40,7 @@
 from homeassistant.const import ATTR_ENTITY_ID, STATE_UNAVAILABLE, Platform
 from homeassistant.core import HomeAssistant
 from homeassistant.helpers import entity_registry as er
+from homeassistant.setup import async_setup_component
 
 from . import setup_integration
 from .const import TEST_DEVICE_1_SN
@@ -147,6 +150,10 @@ async def _setup_media_player_platform(
     mock_config_entry: MockConfigEntry,
 ) -> None:
     """Set up integration with only the media player platform enabled."""
+    assert await async_setup_component(hass, "labs", {})
+    await async_update_preview_feature(hass, DOMAIN, "alexa_media", True)
+    await hass.async_block_till_done()
+
     with patch(
         "homeassistant.components.alexa_devices.PLATFORMS", [Platform.MEDIA_PLAYER]
     ):