There’s a big Fire TV update coming and it’s going to affect a boatload of products, so take a deep breath as there’s plenty to get through here.
But in short, we have a new TV, a revised and streamlined interface, a new Fire TV streaming stick and wider availability for (the still in Early Access) Alexa+.
The All New Fire TV Experience (again)
First off, there’s a new, redesigned Fire TV experience, launching six years after the first big redesign. Amazon says the new Fire TV interface will be “cleaner, faster, and better organised for customers”.
Categories have been added so viewers can “more easily” see their movies, TV shows, news, live content and sports. Amazon says it’s also 30% faster to use than the previous version.
In the next few weeks Amazon will also roll out its Fire TV Channels section that will allow customers to dive into latest content about stuff they’re interested in, whether that be sports, music videos, comedy, lifestyle and more. Its free to view and supported by ads. Simply turn on a Fire TV device, head to Fire TV Channels and you’ll find what’s trending across your favourite topics.
And with the World Cup 2026 on the horizon, Amazon is introducing a new football hub with the new Fire TV Experience that’ll allow viewers to keep up to speed with their teams as well as take them directly to watch live games through their local providers. Expect the hub to come back in different forms based on major global sporting events.
Alexa+ is here to help
A quick note on Alexa+. While it’s still in Early Access stage, Alexa+ on Fire TV will be officially available in the UK on compatible devices.
So if you have the new Fire TV Stick HD or Ember Artline lifestye TV, she’ll be there to answer any question or start a conversation about what you want to watch.
The slimmest and fastest Fire TV Stick HD
Amazon’s enty-level Fire TV Stick is getting an upgrade. After the Select joined the Fire TV Stick roster in 2025, the HD model is getting a revised version.
It’s smaller in volume and width than the previous models, and can run on your TV’s USB port without the need for a separate power adapter. Not only does it mean it can fit more neatly behind a TV, but it should make it more accessible for taking on your travels as well.
This new version is also 30% faster than the previous models, which in layman’s terms should make for a faster powering up process and apps opening up quicker too.
In the coming months Amazon will be adding a new Adaptive Display setting to the Fire TV Stick HD, an accessibility feature that makes text, menus, and content easier to see and navigate.
It can increase the size of smaller items like text and menus while “scaling up” larger items such as content artwork to create a more balanced browsing experience. Users can also choose from multiple size options to create an experience that works best for them.
You can pre-order the Fire TV Stick HD now, priced at £39.99, with shipping starting on April 29th.
Amazon saunters into the lifestyle market with Ember Artline
Finally, there’s a new lifestyle TV joining Amazon’s TV range. The Ember Artline works in similar fashion to the Samsung Frame and Hisense Canvas, offering a “global” collection of over 2000 curated art pieces at no extra cost beyond what you pay for the TV.
The selection includes Impressionist classics to more contemporary photography, and there’s an AI function called “Match the Room” that aims to make it easier to find artwork that matches your TV’s surroundings. Also, the Ember Artline comes with one of 10 frame colours to choose from at checkout, so you’re not stuck with a boring black frame.
The introduction of the Ember Artline, along with the “All New Fire TV Experience”, will also be part of the Amazon’s rebrand of its TVs. No longer will they be called Amazon Fire TVs. The latest generation will now be known as the Amazon Ember TVs.
The Ember Artline TV comes in 55- and 65-inch sizes, priced at £949 and £1199 respectively. You can pre-order today with the TVs expected to ship on May 7th.
