Amazon Unveils Frame TVs and Upgraded Fire TV at CES
▼ Summary
– Amazon is launching a major Fire TV redesign to simplify navigation and reduce clutter, driven by the explosion of available streaming content.
– Key interface changes include a simplified top navigation bar, more visible home screen apps, and a layout focused on content discovery across user subscriptions.
– The update includes performance improvements, with Amazon claiming the interface is 20-30% faster on popular devices.
– The redesign integrates the AI assistant Alexa+, which allows for natural language searches and content queries, available as a subscription add-on or with Prime.
– Amazon is also introducing new premium Ember Artline TVs with customizable colorful frames and art display features, starting at $899.
Amazon has introduced a significant redesign of its Fire TV platform, focusing on a cleaner interface and faster navigation to help users find content more easily. This overhaul coincides with the launch of updated Fire TV hardware and the new Ember Artline televisions, which feature customizable frames. The changes address a common user complaint about cluttered menus, aiming to streamline the experience as streaming libraries continue to expand.
The driving force behind the update was the platform’s increasing complexity. With access to movies, live TV, sports, music, games, and apps, the old interface had become crowded. Fire TV’s simpler design directly tackles this issue by decluttering the home screen. Rounded corners, better spacing, and consistent typography create a more modern look. A key improvement is the expansion of visible apps; users can now scroll through up to 20 apps on the home screen instead of being limited to just six.
Navigation has been consolidated into clear tabs at the top of the screen, such as Movies, TV, Live TV, Sports, and News. These sections centralize content from a user’s subscriptions and offer personalized recommendations. The live TV tab organizes streams from various services, while the sports section provides immediate access to ongoing and upcoming games. Other features, like the Appstore and settings, are neatly tucked into a hamburger menu.
A new quick-access panel is activated by long-pressing the Home button. From here, users can adjust display and audio settings, set sleep timers, or even view a live feed from a connected Ring camera. Amazon also states that rewritten code makes the interface 20% to 30% faster on popular devices, a crucial upgrade for reducing search time.
AI comes built in through Alexa+, which allows for natural language searches and commands. Users can ask nuanced questions, like finding movies with a similar visual style, or instruct the assistant to display personal photos from Amazon Photos. After its early access period, Alexa+ will be available as a subscription add-on or included with a Prime membership. The companion Fire TV app has also been refreshed, allowing users to browse for content on their phones as an alternative to using the remote.
The new interface will begin rolling out in February on devices like the Fire TV Stick 4K Max and Fire TV Omni Mini-LED Series in the U.S. A broader global rollout to more devices and partner TVs from brands like Hisense and TCL is planned for later in the spring.
The update will also debut on Amazon’s new Ember Artline TVs. These 4K QLED televisions, available in 55-inch and 65-inch models, feature a slim design with a matte screen to reduce glare. Their standout feature is the selection of ten interchangeable frames in colors like Walnut, Midnight Blue, and Pale Gold, allowing the TV to blend with room decor. When not in use, the Ambient mode can display over 2,000 free artwork pieces or a user’s personal photos, turning the screen into a dynamic piece of art.
(Source: TechCrunch)
