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Digimagaz.com – Amazon is kicking off 2026 with a clear message for the living room: less time searching, more time watching. The company has unveiled a redesigned Fire TV experience, a refreshed mobile app, and an entirely new category of hardware with the Amazon Ember Artline, a TV that aims to function as décor as much as a display.
Rather than chasing flashy visual changes, Amazon’s latest Fire TV update focuses on speed, organization, and deeper personalization. The shift reflects a broader challenge in modern streaming. With thousands of apps and seemingly endless free content, discovery has become the biggest friction point for viewers.
A Faster Fire TV Built Around Content, Not Apps
The new Fire TV interface has been rebuilt from the ground up, and Amazon says that work shows in day-to-day use. Internal testing points to speed improvements of up to 30 percent in certain interactions, helping reduce the time spent scrolling through menus.
The layout itself is more structured. Movies, TV shows, sports, news, and live programming now live in clearly defined sections that pull titles from all subscribed apps at once. The goal is to surface content directly, rather than forcing users to hop between individual services.
Visual refinements play a supporting role. Rounded corners, updated typography, refined gradients, and tighter spacing give Fire TV a more modern look, but the real gains come from usability. Users can now pin up to 20 apps to the home screen, up from six, and access Games, Art and Photos, or the Ambient Experience instantly through the remote’s Menu button.
A new shortcut panel, triggered by a long press of the Home button, puts frequently used controls in one place. Audio settings, display options, Ring camera feeds, and smart home devices are all available without leaving what you are watching.
Alexa+ Becomes the Center of the Experience
At the heart of the update is Alexa+, Amazon’s generative AI-powered assistant, which now feels less like a voice add-on and more like a core navigation tool.
Viewers can ask for recommendations based on mood, company, favorite actors, or directors, and Alexa+ responds with tailored suggestions. On Prime Video, it can even jump directly to a scene described by the user, skipping the usual scrubbing through timelines.
Alexa+ also extends beyond entertainment. Users can add titles to a watchlist, pull up live sports stats, manage smart home devices, dim lights, or generate AI-powered background screensavers, all without leaving the couch. According to Amazon, usage of Alexa+ on Fire TV has already increased significantly compared to the original Alexa experience, prompting the broader system upgrade.
The Fire TV Mobile App Grows Up
Amazon is also rethinking how Fire TV works beyond the television itself. The redesigned Fire TV mobile app is no longer just a backup remote. It now mirrors the new Fire TV design language and allows users to browse content, manage watchlists, and start playback directly on their TV.
The app effectively turns a phone into a second screen for discovery. A recommendation from a friend or a show spotted on social media can be saved instantly, even when away from home. Like the Fire TV update, the new mobile app will be available as a free download.
Introducing Amazon Ember and the Artline TV
Perhaps the most notable announcement is Amazon’s move into lifestyle-focused TVs. After selling more than 300 million Fire TV devices worldwide, the company is rebranding its in-house television lineup under a new name: Amazon Ember.
The first product under that banner is the Amazon Ember Artline, a 4K QLED TV designed to blend into a room rather than dominate it. At just 1.5 inches thick, with a matte screen that reduces glare, the Artline is meant to look as good when displaying artwork as it does when streaming movies.
The TV supports Dolby Vision, HDR10+, and Wi-Fi 6, but its defining feature is how it integrates with Amazon’s Ambient Experience. When not in use, the screen can display personal photos or curated artwork, automatically turning on or off as people enter or leave the room thanks to Omnisense presence detection.
AI-Powered Art for the Living Room
Amazon is leaning heavily into AI to differentiate the Artline from traditional TVs. The device includes access to more than 2,000 free pieces of art, along with deep integration with Amazon Photos.
A new AI-powered recommendation tool allows users to take photos of the room where the TV will be placed. Based on the space, décor, and lighting, the system suggests artwork that fits the environment. Alexa+ can also create custom photo slideshows on demand, pulling images from specific trips or events with simple voice commands.
To further emphasize customization, the Artline offers 10 magnetic frame options, ranging from natural wood tones to bold colors like Midnight Blue and Fig. Each TV includes a frame, reinforcing the idea that this is as much a design object as a piece of tech.
Availability and Pricing
The new Fire TV interface and mobile app will begin rolling out in February in the United States, starting with devices like the Fire TV Stick 4K Plus, Fire TV Stick 4K Max (2nd Gen), and the Fire TV Omni Mini-LED Series. A wider international rollout and support for additional Fire TV models and partner TVs is planned for later in the spring.
The Amazon Ember Artline is set to launch later this spring in the U.S., Canada, Germany, and the UK. It will be available in 55-inch and 65-inch sizes, with pricing starting at $899, including a choice of frame.
With these updates, Amazon is signaling that the future of Fire TV is not just about what you watch, but how effortlessly you get there, and how seamlessly your TV fits into the rest of your home.
