Amazon is renaming its own smart TV lineup Amazon Ember, distinguishing its television hardware from the Fire TV software platform and streaming devices. The change accompanies the Ember Artline, a television designed to display artwork and personal photos when it is not showing video.
Fire TV remains the software experience on Amazon’s televisions and on partner-branded sets, including models from TCL, Hisense and Panasonic. Amazon’s Fire TV streaming players also retain the name.
Amazon lists the Ember 2-Series, Ember 4-Series and Ember QLED Series alongside Artline. The company describes the 2-Series as an affordable entry point and the 4-Series as offering 4K resolution and HDR support.
Artline combines a television with an art display
The Ember Artline has a matte 4K QLED screen and a slim design. Its ability to display art and photographs places it in the same product category as Samsung’s The Frame.
Amazon says Artline includes access to more than 2,000 artworks at no additional cost. Its AI-powered Match the Room feature uses photos of a room to suggest artwork based on the space’s colors, overall style and themes in existing artwork, the company says.
Amazon announced 55-inch and 65-inch models with U.S. pricing starting at $899.99. Its announced shipping schedule called for deliveries to begin on April 22, 2026, in the U.S. and Canada, and May 7 in the UK and Germany.
A separate redesign for Fire TV software
The hardware rebrand is separate from the Fire TV interface redesign announced in January 2026. That update organizes navigation around movies, TV shows, live TV, sports and news. It increases pinned app slots on the home screen from six to 20 and adds a shortcut panel for controls such as audio and display settings.
Amazon’s January rollout plan scheduled the initial U.S. release for February on the Fire TV Stick 4K Plus, second-generation Fire TV Stick 4K Max and Fire TV Omni Mini-LED Series. The company planned to expand the redesign to additional devices and countries during the spring and said Artline would include it at launch.
Fire TV vice president Aidan Marcuss said the redesigned interface was 20%–30% faster for the same functions on Amazon’s most popular devices. That performance figure is Amazon’s claim for the devices and functions he described.
