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Amazon is becoming an increasingly important player in the TV market. Its own lineup features several options that appeal to value-conscious consumers, and it’s got Fire TV, an operating system that’s proved a great fit for brands like TCL, Panasonic and Toshiba.
Having established itself with cost-effective LED and QLED models, the retail giant entered a higher-end space with the Fire TV Omni Mini LED in late 2024. It’s now taking on the lifestyle sector with the Amazon Ember Artline, which is available to preorder from today.
I was at a product showcase in London’s Menier Lounge last week to take a look at the TV, which can masquerade as a picture frame for digital artwork. But before I dig into the details and give some initial thoughts, a bit of Amazon TV housekeeping is in order.
From 7 May (the date that the Amazon Ember Artline starts shipping), all of Amazon’s latest-generation televisions will be rebranded under the Ember TV banner. That means going forward, the lineup will comprise the Amazon Ember TV 2-Series, Ember TV 4-Series, Ember TV Omni QLED, Ember TV Omni Mini LED, and Ember Artline.
The reimagining of Amazon’s TV arm coincides neatly with a substantial update to the Fire TV smart experience. This will begin rolling out across Amazon devices towards the end of April and brings some impactful changes.
Cleaner UI
Amazon has reduced the on-screen clutter, grouped content into sensible categories and added a World Cup destination hub ahead of the tournament, which kicks off in June.
Faster navigation
Amazon says its latest OS update will run up to 30% quicker than the current version, resulting in a much smoother, more satisfying experience.
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