TL;DR
Amazon has overhauled Fire TV’s user interface to emphasize content discovery, speed and simpler navigation, and updated the Fire TV mobile app. It also introduced Ember Artline televisions with interchangeable-style frames, 4K QLED panels and a starting price of $899.
What happened
Amazon announced a major Fire TV user-experience redesign that reduces on-screen clutter and reorganizes navigation around top categories such as Movies, TV, Live TV, Sports and News. The refreshed home layout uses increased spacing, rounded corners and smaller app icons so users can scroll through up to 20 pinned apps (up from six). The update centralizes what you’re already watching, recommended content and free streaming options, and adds a long-press Home shortcut for quick access to display, audio and smart-home controls. Amazon says rewritten code makes common functions 20%–30% faster on its most popular devices. The company also built Alexa+ conversational AI into Fire TV — available as an add-on after early access and included for Prime members — and updated the Fire TV mobile app to combine remote controls with a new content-discovery flow. The refresh starts rolling out in February on select U.S. devices and will reach more devices and countries later in spring. At the same time, Amazon launched Ember Artline TVs, 55- and 65-inch 4K QLED models that ship with one of ten frame options and start at $899.
Why it matters
- A cleaner, faster interface could reduce time spent searching and make content discovery more efficient for users.
- Expanding home-screen app slots to 20 addresses a frequent user complaint and lets viewers access more apps without digging through menus.
- Built-in conversational AI (Alexa+) introduces natural-language interaction and visual follow-ups directly on the TV.
- Ember Artline’s framed designs position TVs as part of room decor, blending display hardware with ambient art features.
Key facts
- Home screen now shows up to 20 app slots (previous limit was six).
- Top-level navigation simplified into categories: Home, Movies, TV, Live TV, Sports, News, with Search left of Home.
- Amazon says rewritten code yields roughly 20%–30% faster performance for the same functions on its most popular devices.
- Alexa+ conversational assistant is built into Fire TV; it will be an add-on after early access and included for Prime subscribers.
- Long-press Home opens quick settings for display, audio, sleep timer, accessibility and smart-home features (e.g., Ring camera feed).
- Initial software rollout begins in February in the U.S. for Fire TV Stick 4K Plus, Fire TV Stick 4K Max (2nd Gen) and Fire TV Omni Mini-LED Series.
- Broader spring rollout will add Fire TV Cube (3rd Gen), latest Fire TV 2-Series and 4-Series, Omni QLED Series and partner TVs from Hisense, Panasonic and TCL.
- Ember Artline TVs come in 55-inch and 65-inch models, start at $899, use 4K QLED panels with 800 nits of brightness and a 1.5-inch thin profile.
- Displays support Dolby Vision, HDR10+ and Wi‑Fi 6; Artline offers ten frame options and access to over 2,000 free art pieces or personal Amazon Photos.
What to watch next
- User response to the redesigned interface and whether discovery time decreases — not confirmed in the source.
- Final pricing and detailed terms for the Alexa+ subscription after early access — not confirmed in the source.
- Exact international rollout dates and partner-device availability beyond the spring window — not confirmed in the source.
- Market reception and sales performance for Ember Artline framed TVs after launch — not confirmed in the source.
Quick glossary
- QLED: A display technology using quantum dot filters to enhance color and brightness on LED-backlit LCD panels.
- Dolby Vision: A dynamic HDR format that adjusts brightness, contrast and color scene by scene for compatible content and displays.
- HDR10+: An HDR standard that, like Dolby Vision, uses metadata to optimize picture quality for individual scenes.
- Wi‑Fi 6: A wireless networking standard (802.11ax) that offers higher throughput, lower latency and better performance in congested networks.
- Ambient mode: A display feature that shows artwork or photos when a TV is not actively being used, turning the screen into decorative content.
Reader FAQ
When will the Fire TV redesign arrive?
The refreshed interface and app begin rolling out in February in the U.S., with a broader rollout to more devices and countries later in the spring.
Which devices get the update first?
Initial availability in February covers Fire TV Stick 4K Plus, Fire TV Stick 4K Max (2nd Gen) and Fire TV Omni Mini-LED Series.
How much do Ember Artline TVs cost?
Ember Artline televisions start at $899 for the available sizes.
Is the final Alexa+ price listed?
Not confirmed in the source.
Are the Artline frames removable or customizable after purchase?
Not confirmed in the source.
Amazon is rolling out a Fire TV redesign that puts more focus on the content, while also simplifying the navigation and layout. The update represents the first major Fire TV…
Sources
- Amazon revamps Fire TV, launches its own ‘Artline’ televisions with frames at CES
- Amazon's new Fire TV user interface gets you to what …
- Amazon debuts new Ember Artline lifestyle TV
- Amazon brings its own art gallery-ready TV to CES
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