Amazon overhauls Fire TV interface and launches Artline televisions

Amazon is rolling out a major redesign of its Fire TV interface, marking the first major release for the platform’s user experience in years. The update is designed to simplify navigation and focus on content, addressing a common user experience issue where the interface had become cluttered. According to Aidan Marcuss, Fire TV VP, the expansion of available content over time led to a cluttered layout with too many rows. Marcuss explained that company data showed users spent significant time searching, and the company knew the experience could be made easier.

To address this, the update expands the home screen capacity, allowing users to scroll through 20 app slots, an increase from the previous limit of six pinned apps. The redesign also includes rewritten code that improves performance on popular devices. “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,” said Marcuss.

Alongside the software update, Amazon is introducing a new line of televisions called the Ember Artline series. These televisions are designed to leverage Fire TV’s ambient features, which display art when the screen is not in active use, offering access to over 2,000 pieces of free art. The hardware specifications for the Ember Artline series include:

• Sizes and Pricing: Available in 55-inch and 65-inch options, with pricing starting at $899.
• Display Technology: Features 4K QLED screens—a high-resolution display technology—with a maximum brightness of 450 nits (a standard unit of screen brightness).
• Design Profile: A physical thickness of one-and-a-half inches with a matte screen finish to reduce glare.
• Aesthetic Options: Includes 10 different frame options in various colors and textures to match room decor.

The refreshed Fire TV interface and mobile app will begin rolling out in the U.S. in February. Amazon plans to expand the redesign to more countries and devices later this spring. Additionally, the update integrates Alexa+, an AI-powered assistant feature. Alexa+ will be available as an add-on subscription after its early access phase.

Why it matters

Amazon is attempting to reclaim user attention in a crowded streaming market by reducing friction in its interface, while simultaneously positioning its hardware as a lifestyle product with the art-focused Ember Artline series.