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Amazon Rolls Out Fire TV Interface Redesign and New Ember Artline Televisions

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Amazon Unveils Redesigned Fire TV Experience and New Premium Televisions

Amazon has begun a phased rollout of a redesigned Fire TV user interface and mobile application, alongside the introduction of new premium televisions. The updates focus on content discovery, navigation, and performance, with the new Ember Artline TVs offering customizable frames.

Fire TV Interface and Mobile App Updates

A redesigned Fire TV user interface is being deployed, starting in the United States as a free software update. Amazon states this is the first major user experience revision for the platform in several years.

Design and Navigation Changes

The visual design incorporates rounded corners, varied gradients, consistent typography, and increased spacing between elements. Navigation has been streamlined into dedicated tabs for Movies, TV, Live TV, Sports, and News, with a search function positioned to the left of the Home tab.

The number of applications that can be pinned to the home screen has been increased from six to twenty.

  • The new tabs centralize access to content users are currently watching and content available across their subscribed services.
  • Additional features, including Games, the Appstore, a universal watchlist (“My Stuff”), and Settings, are accessible via a three-line menu icon.
  • Frequently used settings can be accessed by long-pressing the Home button.

Performance and AI Integration

Amazon reports that rewritten code in the updated interface improves performance on certain devices, with common functions operating 20% to 30% faster on popular models.

The update provides access to the Alexa+ AI voice assistant, which can be used for content discovery, general queries, and controlling smart home functions. Alexa+ will be available as an add-on subscription or included with a Prime subscription after an early access phase.

Mobile App and Rollout Schedule

A corresponding redesign of the Fire TV mobile app allows users to browse content, manage watchlists, and play titles on their TV from their phone. Amazon states this integration is intended to create a more flexible viewing experience.

  • The mobile app update is rolling out in the U.S., Brazil, Canada, France, Germany, India, Italy, Japan, Mexico, Spain, and the U.K.
  • The Fire TV interface update began its rollout in February in the U.S. on the Fire TV Stick 4K Plus, Fire TV Stick 4K Max (2nd Gen), and Fire TV Omni Mini-LED Series.
  • Wider availability is planned for spring, extending to the Fire TV Cube (3rd Gen), Fire TV 2-Series, Fire TV 4-Series, Fire TV Omni QLED Series, and televisions from partners including Hisense, Panasonic, and TCL.

Amazon Ember Artline Televisions

Amazon has introduced new premium televisions under the Ember Artline brand, which will come with the updated Fire TV interface pre-installed.

Specifications and Features

The Ember Artline TVs will be available in 55-inch and 65-inch models, with pricing starting at $899. Key specifications include:

  • 4K QLED screens with 800 nits of brightness.
  • Support for Dolby Vision, HDR10+, and Wi-Fi 6.
  • A display depth of 1.5 inches with a matte screen finish.

Customizable Frames

A distinguishing feature is the availability of 10 distinct frame options, designed to integrate with room aesthetics.

Available frame colors include Walnut, Ash, Teak, Black Oak, Matte White, Midnight Blue, Fig, Pale Gold, Graphite, and Silver.

The design is intended to enhance the use of Fire TV’s Ambient features, which allow the display of artwork or personal photos when the television is not in active use. Fire TV provides access to over 2,000 pieces of free art for this purpose.