Amazon is refreshing its Fire TV UI with a redesigned user interface and introducing a new Ember Artline television. The revamped interface is said to be faster and more streamlined. It will be getting a native Nvidia GeForce Now app. Meanwhile, the new TV aims to blend seamlessly into home decor and compete with Samsung’s The Frame. Here are the details:
Amazon says the new Fire TV interface has been rebuilt under the hood and redesigned visually. The company claims speed gains of up to 20 to 30% in some scenarios, along with modern layouts, softer corners, refined colours, updated fonts, and improved spacing.
Navigation is also changing. Users can now pin up to 20 apps, up from six earlier. A long press on the Home button opens a new quick-access menu that is supposed to reduce the number of steps needed to get to settings or features.
The update will be available as a free software rollout, starting with newer Fire TV devices first.
In related news, a native GeForce Now app is also coming to Fire TV. Nvidia says the cloud gaming service will launch on select Fire TV sticks, including the Fire TV Stick 4K Plus (2nd Gen) and Fire TV Stick 4K Max (2nd Gen), in early 2026. That should allow users to stream games without a console, provided they have a fast enough connection.
But questions around advertising remain. Fire TV remains an ad-supported platform, and while navigation might get faster, the prominent ad carousel remains part of the design. So the balance between user experience and monetisation will still be something buyers have to accept.
Amazon says the new Fire TV UI and mobile app will begin rolling out in February to the Fire TV Stick 4K Plus, Fire TV Stick 4K Max (2nd Gen), and Fire TV Omni Mini-LED Series in the US. Later in the spring, the rollout will expand to more countries and more Fire TV products.
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Alongside the software update, Amazon is rebranding its TV lineup to ‘Ember’. The first TV under this branding is the Amazon Ember Artline, designed to function as both a TV and a digital art display. So, think of it as an alternative to Samsung’s The Frame lineup, LG’s Gallery TV, Hisense CanvasTV, and TCL Nxtvision.
Amazon describes Ember Artline as a 4K QLED TV with a slim 1.5-inch profile, support for Dolby Vision, HDR10+, and Wi-Fi 6. The matte screen is meant to reduce reflections and make artwork and photos look more natural on the wall.
At its core, this is an LCD television. So while it supports HDR formats, buyers should not expect the same contrast or brightness levels as premium OLED or high-end Mini-LED televisions. For context, LG’s Gallery TV and Samsung The Frame Pro are Mini LED.
The art experience is where the product tries to stand out. Users get access to more than 2,000 free artworks, integration with Amazon Photos, and a feature that suggests art based on pictures of your living room. Alexa+ can help build slideshows or pull up specific memories.
The Ember Artline will launch in 55-inch and 65-inch sizes, arriving later this spring in the US, Canada, Germany, and the UK. The pricing starts at $900 (~ Rs 81,000), including a frame.
For Amazon, the faster and cleaner Fire TV UI could help keep its users inside the Fire TV ecosystem longer, which strengthens its ad and content business. Adding GeForce Now also positions Fire TV as a casual gaming platform without extra hardware.
On the other hand, the Ember Artline shows Amazon is pushing deeper into lifestyle TVs. Samsung has dominated this niche with The Frame, and Amazon is now stepping into the same territory with a lower entry price and tighter integration with its services.
If you already own a recent Fire TV device, the update could make everyday use quicker and smoother, so it may be worth waiting for the rollout rather than upgrading hardware immediately.
If you’re interested in a wall-mounted TV that doubles as decor, the Ember Artline could be worth shortlisting. But we suggest you wait for its initial reviews to see how it stacks up against its rivals.
We will update this story as Amazon reveals more regional timelines and pricing. Keep reading Digit.in.
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