Amazon presents new look Fire TV interface
January 6, 2026 18.07 Europe/London By Julian Clover


Amazon has unveiled a redesigned Fire TV user interface, a revamped Fire TV mobile app and its first “lifestyle” television, the Amazon Ember Artline, as it looks to reduce the time spent searching for content and surface recommendations through its generative AI assistant, Alexa+.

The new Fire TV UI is positioned as a cleaner, faster experience with dedicated destinations for different content types and broader cross-app discovery. Amazon says it has rebuilt underlying code for performance, claiming speed improvements of up to 20–30% in some cases, and is increasing the number of apps users can pin on the home screen from 6 to 20.

New navigation shortcuts include a menu-button route to areas such as Games and Art & Photos, plus a long-press Home shortcut panel for frequently used controls. Alexa+ is integrated across the interface, including a feature that can jump to a described scene in a film on Prime Video, alongside tasks such as adding titles to a watchlist and smart home controls.

Amazon is also updating the Fire TV mobile app to add content discovery, watchlist management and remote playback control, aligned with the new UI design.

The Amazon Ember Artline launches later this spring in 55-inch and 65-inch sizes, starting at $899 (about €768). The set features a matte screen, 4K QLED panel, support for Dolby Vision and HDR10+, Wi-Fi 6, far-field microphones for Alexa+, and access to more than 2,000 pieces of free art, with 10 magnetic frame options.

Amazon said the new Fire TV UI and mobile app will begin rolling out in February in the United States on Fire TV Stick 4K Plus, Fire TV Stick 4K Max (2nd Gen) and the Fire TV Omni Mini-LED Series, before expanding to more devices and countries later in spring, including the UK.