diff --git a/js/cell.js b/js/cell.js
index d34eaca..50bc2d8 100644
--- a/js/cell.js
+++ b/js/cell.js
@@ -27,6 +27,8 @@
 
 'use strict';
 
+var FOCUSABLES_SELECTOR = 'a[href], button, input, textarea, select, details,[tabindex]';
+
 function Cell( elem, parent ) {
   this.element = elem;
   this.parent = parent;
@@ -39,6 +41,7 @@ var proto = Cell.prototype;
 proto.create = function() {
   this.element.style.position = 'absolute';
   this.element.setAttribute( 'aria-hidden', 'true' );
+  _hideFocusables( this.element );
   this.x = 0;
   this.shift = 0;
   this.element.style[ this.parent.originSide ] = 0;
@@ -83,13 +86,29 @@ proto.renderPosition = function( x ) {
     this.parent.getPositionValue( adjustedX ) + ')';
 };
 
+  function _showFocusables( element ) {
+    element.querySelectorAll( FOCUSABLES_SELECTOR ).forEach( function( focusableEl ) {
+    focusableEl.removeAttribute('aria-hidden');
+      focusableEl.setAttribute( 'tabindex', '0' );
+    } );
+  }
+
 proto.select = function() {
   this.element.classList.add('is-selected');
+  _showFocusables( this.element );
   this.element.removeAttribute('aria-hidden');
 };
 
+  function _hideFocusables( element ) {
+    element.querySelectorAll( FOCUSABLES_SELECTOR ).forEach( function( focusableEl ) {
+      focusableEl.setAttribute( 'aria-hidden', 'true' );
+      focusableEl.setAttribute( 'tabindex', '-1' );
+    } );
+  }
+
 proto.unselect = function() {
   this.element.classList.remove('is-selected');
+  _hideFocusables( this.element );
   this.element.setAttribute( 'aria-hidden', 'true' );
 };
 
diff --git a/js/flickity.js b/js/flickity.js
index 5fe52eb..25203c5 100644
--- a/js/flickity.js
+++ b/js/flickity.js
@@ -190,6 +190,22 @@ proto.activate = function() {
     this.element.tabIndex = 0;
     // listen for key presses
     this.element.addEventListener( 'keydown', this );
+    // handle aria-live
+    if ( this.options.autoPlay ) {
+      // https://www.w3.org/TR/wai-aria-practices/examples/carousel/carousel-1.html
+      // Very importantly, if automatic rotation is turned on, the live region is
+      // disabled. If it were not, the page would be come unusable as announcements
+      // of the continuously changing content constantly interrupt anything else the
+      // user is reading.
+      this.element.setAttribute( 'aria-live', 'off' );
+    } else {
+      // When automatic rotation is turned off, the carousel slide content is included
+      // in a live region. This makes it easier for screen reader users to scan through
+      // the carousel slides. When screen reader users activate the next or previous
+      // button, the new slide content is announced, giving users immediate feedback that
+      // helps them determine whether or not to interact with the content.
+      this.element.setAttribute( 'aria-live', 'assertive' );
+    }
   }
 
   this.emitEvent('activate');
@@ -823,7 +839,7 @@ proto.watchCSS = function() {
 proto.onkeydown = function( event ) {
   // only work if element is in focus
   var isNotFocused = document.activeElement && document.activeElement != this.element;
-  if ( !this.options.accessibility || isNotFocused ) {
+  if ( !this.options.accessibility && isNotFocused ) {
     return;
   }
 
diff --git a/js/prev-next-button.js b/js/prev-next-button.js
index 5695942..a20e837 100644
--- a/js/prev-next-button.js
+++ b/js/prev-next-button.js
@@ -58,7 +58,7 @@ PrevNextButton.prototype._create = function() {
   // init as disabled
   this.disable();
 
-  element.setAttribute( 'aria-label', this.isPrevious ? 'Previous' : 'Next' );
+  element.setAttribute( 'aria-label', this.isPrevious ? 'Previous Slide' : 'Next Slide' );
 
   // create arrow
   var svg = this.createSVG();