Amazon just changed the name of its Fire TV line-up to make things less confusing — and its new Samsung The Frame rival is coming soon

Amazon has re-branded its lineup of Fire TVs to Ember TVs, and the latest Ember TV entry, the Samsung Frame-rival Artline, is set to launch in the coming weeks.

Amazon released several new Fire TVs last year including new versions of the Amazon Fire TV Omni QLED, Amazon Fire TV 4-series and Amazon Fire TV 2-series. These TVs will be re-branded under the Ember TV name. So, expect names to read as Amazon Ember QLED, Amazon Ember 4-series and so on.

We’ve already tested the Amazon Omni QLED (2025) and while it didn’t score as highly as the 2023 model, it’s still a competent enough TV when it’s at the right price. That said, it faces very stiff competition from the likes of Hisense, TCL and Roku. The 4-series and 2-series, both of which use LED panels, are in our labs ready for testing.

Onto the next news then: the Amazon Ember Artline TV is the company’s version of the Samsung Frame. While the Samsung Frame may not offer the picture quality and features of the very best TVs, its Art Mode, where artworks are displayed in standby rather than a black screen, is extremely popular. 2,000 artworks will be available at no extra fee. There's also a 'Match The Room' feature which uses AI to find an artwork that matches the TV's surroundings.

The Artline is set to launch in a few weeks, with an estimated shipping date of May 7th. Pre-orders are live on Amazon US and Amazon UK. The 55-inch Artline is priced at $899 / £949 and the 65-inch is priced at $1,099 / £1,199. It will have a QLED panel (the same used in the 2025 Omni QLED) and matte screen to reduce glare, but will support both Dolby Vision and HDR10+. It will have four HDMI ports, but these will be limited to 60Hz for gaming.

In terms of smart features, the Artline will come with the refreshed Fire TV (2026) smart TV platform which aims at getting you to content faster, with the ability to browse dedicated content categories and comes with new, free channels to stream. It will also support Alexa+, a more advanced version of its Alexa smart assistant, which was first introduced in 2025, eventually landing in the UK in 2026.

First impressions of the Artline

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We recently got our first look at the Artline in person and the results were…mixed. It was by no means an extensive preview, but we were shown a scene from Prime Video’s The Boys and the first thing we noticed was that the matte screen was too glossy, resulting in the demo scene being very difficult to watch.

Art itself, however, looked very nice on it. We also saw the Artline with a brown-wood design frame on it (one of 10 colors) which again looked great, made even better with the included near-flush wall mount which fit snugly and neatly to the wall. There is a chunky black section under the frame which takes away from the sleekness a little, but this does house the sensor for Omnisense, where the TV will turn on and off when movement is detected in the room.

The big talking point is the price. At $1,099/£1,199 for the 65-inch model, this is significantly pricier than a well-specced mini-LED such as the TCL QM7K/C7K which costs $799/£749 at the time of writing. These boast features of the best gaming TVs such as 4K 144Hz support and a mini-LED backlight for pictures that are brighter, with more vibrant colors and more refined contrast.

The Artline is not alone in this though, as these increasingly affordable mini-LED TVs do make them a very tempting offer, especially given their features and performance. While our first impressions of the Artline were mixed, we’ll reserve full judgement when we get it in for a test. Still, the Art TV market becomes even more crowded with TCL, Hisense and now Amazon all gunning for Samsung.

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