Amazon Unveils Major Fire TV Interface Redesign and New Ember Artline Televisions

Amazon has implemented a significant redesign of its Fire TV interface, focusing on content display and streamlined navigation. This update represents the first major user experience revision for Fire TV in several years and coincides with a refreshed Fire TV mobile application and the introduction of new premium Fire TV televisions.

Fire TV Interface Redesign

The update addresses the expanded volume of streaming content available to Fire TV users, which includes purchases, rentals, streaming services, short-form content, live TV streams, premium content, podcasts, music, and games. The previous user interface was identified as having become cluttered.

The new interface incorporates design changes such as rounded corners, varied gradients, consistent typography, and increased spacing between content elements. The redesign expands the number of apps viewable on the home screen from six to twenty by reducing icon size. Navigation is simplified with dedicated tabs for Movies, TV, Live TV, Sports, and News. A search function is positioned to the left of the Home tab.

These new tabs centralize access to content users are currently watching and content available across their subscribed services. They also facilitate content discovery through recommended movies or shows (labeled “For You” rows), free streaming movies, top movie/show lists, and additional subscription content. The Live TV tab organizes live content from integrated streaming services, broadcast, or cable TV. The sports section provides access to live and scheduled sports content. Additional Fire TV features, including Games, Art & Photos, the Appstore, Music Video & Audio, a universal watchlist (“My Stuff”), and Settings, are accessible via a three-line hamburger menu icon.

Users can access frequently used settings by long-pressing the Home button, enabling adjustments for display and audio, sleep timers, accessibility features, and smart home functions, such as adjusting TV brightness or displaying a Ring camera feed.

The updated interface includes rewritten code, which Amazon states improves performance on certain devices, with a reported 20% to 30% faster operation for common functions on popular devices.

Alexa+ access is integrated into the system, enabling users to issue natural language commands for content discovery, general queries, and actions like ordering an Uber. This AI-powered assistant supports query refinement, follow-up questions, and visual context. For example, users can ask for more information about a selected movie or request content with a similar aesthetic. Alexa+ will be available as an add-on subscription or included with a Prime subscription after its early access phase.

The refreshed Fire TV interface and mobile app commenced 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. The update will also be pre-installed on the new Amazon Ember Artline TVs.

Amazon Ember Artline TVs

Amazon has introduced its Ember Artline TVs, which feature frames designed to integrate with room aesthetics. These televisions will be available in 55-inch and 65-inch models, with pricing starting at $899.

The Ember Artline TVs feature 4K QLED screens with 800 nits of brightness. The display has a depth of 1.5 inches and incorporates a matte screen finish to mitigate glare. The televisions support Dolby Vision, HDR10+, and Wi-Fi 6.

A key feature is the availability of 10 distinct frame options, offering various colors, textures, and geometries. This design choice enables enhanced utilization of Fire TV’s Ambient features, which include displaying artwork when the television is not in active use. Available frame colors include Walnut, Ash, Teak, Black Oak, Matte White, Midnight Blue, Fig, Pale Gold, Graphite, and Silver. Fire TV provides access to over 2,000 pieces of free art, with an option for users to display their personal photos. Alexa+ can be used to control photo display, such as commanding, “Alexa, create a slideshow of our family trip to Colorado,” or “Alexa, show photos from our wedding.”