Amazon Revamps Fire TV UI, Launches Artline TVs at CES

Amazon has unveiled a major redesign for its Fire TV platform, alongside the launch of its new Ember Artline televisions, at the Consumer Electronics Show (CES). The comprehensive update focuses on delivering a more intuitive, content-centric user experience with streamlined navigation and enhanced performance. This marks the first significant user experience overhaul for Fire TV in years, complemented by a refreshed mobile app and the introduction of premium TVs designed to double as digital art displays.

The need for a refreshed Fire TV experience became evident as the volume of streaming content exploded. Users now access a vast array of options, from movies and TV shows to short-form content, live streams, podcasts, and games. "As we brought that content forward, the [user interface] got a little cluttered — a lot of stuff and a lot of rows," explained Fire TV VP Aidan Marcuss in an interview with TechCrunch. "We know the data — there’s a lot of time spent searching. We know that it could just be easier."

A Simpler, Faster Fire TV Interface

The new Fire TV interface introduces several key design changes aimed at reducing clutter and improving usability. These include rounded corners, varied gradients, consistent typography, and increased spacing between content elements. While users can still scroll through personalized rows like "what's up next," the update also features an expanded horizontal app row. Addressing a common user complaint, the number of visible app slots on the home screen has increased from six to 20, thanks to reduced icon sizes.

Navigation at the top of the screen has been simplified into clear categories such as Movies, TV, Live TV, Sports, and News, with a search button conveniently placed next to the Home tab. These new content pages centralize access to currently watched content and available titles across subscribed services. They also facilitate discovery with "For You" recommendations, free streaming options, top lists, and other subscription content suggestions.

Beyond the main navigation, additional features like Games, Art & Photos, the Appstore, and Music Video & Audio are accessible via a three-line hamburger menu icon. A new universal watchlist, dubbed "My Stuff," and Settings are also found here. For quick adjustments, users can now long-press the Home button to access a panel for display and audio settings, sleep timers, accessibility features, and smart home controls—including the ability to view a Ring camera feed while watching TV.

Amazon also claims that the redesign incorporates rewritten code, resulting in a significantly faster interface. Marcuss noted, "On our most popular devices, this is 20% to 30% faster for the same functions, because it’s all about getting people to what they want to watch, fast."

AI-Powered Discovery with Alexa+

A core component of the Fire TV update is the deep integration of Alexa+. This AI-powered assistant allows users to interact using natural language, refine queries, ask follow-up questions, and leverage visual context. For instance, users can select a movie tile and ask, "Tell me more about that one," or even request nuanced searches like, "Find me more movies that have the same look." Alexa+ can also assist in finding photos or art.

Alexa+ will initially be available through an early access phase requiring opt-in, eventually transitioning to an add-on subscription. Notably, it will be included as part of a Prime subscription.

The Fire TV mobile app has also received an update, combining its classic remote control functionality with new content discovery features. This allows multiple users to browse for content on their phones, offering a more collaborative and flexible viewing experience.

Introducing Amazon Ember Artline TVs: Art Meets Entertainment

Alongside the software enhancements, Amazon is launching its new Ember Artline TVs, premium televisions designed to seamlessly integrate into any living space. Available in 55-inch and 65-inch models, starting at $899, these TVs feature customizable frames that can match a room's aesthetic.

The Ember Artline TVs boast 4K QLED screens with 800 nits of brightness, a thin 1.5-inch profile, and a matte screen finish to minimize glare. They support advanced visual technologies like Dolby Vision and HDR10+, and come equipped with Wi-Fi 6.

The standout feature is the choice of 10 different frame options, including Walnut, Ash, Teak, Black Oak, Matte White, Midnight Blue, Fig, Pale Gold, Graphite, and Silver. These frames allow users to fully leverage Fire TV's Ambient features, transforming the TV into a dynamic art display when not in use. The TVs come pre-loaded with over 2,000 pieces of free art, and users can also display their personal photos from Amazon Photos. Alexa+ further enhances this experience, enabling voice commands like, "Alexa, create a slideshow of our family trip to Colorado," or "Alexa, show photos from our wedding."

Availability

The refreshed Fire TV interface and mobile app will begin rolling out in February to Fire TV Stick 4K Plus, Fire TV Stick 4K Max (2nd Gen), and Fire TV Omni Mini-LED Series devices in the U.S. A broader rollout to more countries and devices, including Fire TV Cube (3rd Gen), the latest generation Fire TV 2-Series, Fire TV 4-Series, Fire TV Omni QLED Series, and partner TVs from brands like Hisense, Panasonic, and TCL, is planned for later this spring. The new Amazon Ember Artline TVs will feature the redesign at launch.