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Amazon TVs Get New Name: Say Hello to Ember
25 Apr
Summary
- Amazon is rebranding its smart TVs from Fire TV to Ember.
- The Fire TV operating system remains unchanged on Ember TVs.
- The new Ember Artline TV competes with Samsung's The Frame.
Amazon has initiated a significant rebrand for its smart TV line, transitioning from "Fire TV" to "Ember." This change, implemented on April 15, 2026, unifies Amazon's smart televisions under the single "Ember" name. Crucially, the underlying Fire TV operating system and its associated streaming app platform are unaffected and will continue to power these new Amazon Ember TVs.
This rebranding aims to clarify product identification, especially since numerous other manufacturers like Insignia, TCL, Toshiba, and Hisense also market TVs running the Fire TV OS. The "Ember" designation specifically applies to Amazon's own-brand televisions, distinguishing them from third-party Fire TV devices. Amazon's latest offering, the Ember Artline, is its first lifestyle TV featuring a matte screen, interchangeable frames, and a wall-mounting capability.
The Ember Artline enters the competitive art TV market, directly challenging Samsung's The Frame. While the Ember Artline is available in fewer sizes, its pricing is more affordable. A key advantage is its free access to over 2,000 art pieces, contrasting with The Frame's subscription-based art gallery. The Ember Artline also supports Dolby Vision, whereas The Frame offers HDR10+.
