Amazon Overhauls Fire TV, Takes Aim at Samsung with New Artline TV

Amazon is overhauling its Fire TV user experience to address years of interface clutter and is launching the Amazon Ember Artline, a "lifestyle" television designed to display art and compete directly with Samsung's The Frame.

• Cutting the clutter: The redesign, which Amazon claims is up to 30% faster, is a direct response to the ever-growing mountain of streaming options. "As we brought that content forward, the [user interface] got a little cluttered," Fire TV VP Aidan Marcuss exclusively told TechCrunch. The update increases the number of pinnable home screen apps from six to 20 and adds simplified navigation tabs at the top of the screen.

• A TV in disguise: Coinciding with the software update, Amazon is rebranding its smart TV line as "Amazon Ember." The new Ember Artline is a 4K QLED TV with a matte screen designed to display over 2,000 pieces of free art, with models starting at $899.

The new Fire TV UI begins rolling out in the U.S. this February on select devices, with an international expansion and the Ember Artline launch scheduled for the spring, signaling a two-pronged push to improve user experience and capture the high-end hardware market.