> At a Glance
> – Amazon drops “Fire TV” branding for new TVs, calling the line Ember
> – First model, Ember Artline, targets Samsung’s Frame with 4K QLED, matte screen, swappable frames
> – Spring launch: $900 for 55-inch, $1,100 for 65-inch
> – Why it matters: Adds Amazon to the crowded 2026 “Frame TV” wars alongside LG’s Gallery line
Amazon just flipped the script on its television strategy at CES 2026, retiring the familiar Fire TV badge and introducing a fresh moniker-Ember-to go head-to-head with Samsung’s art-focused Frame sets.
Meet the Ember Artline
The debut Ember Artline is a 4K QLED panel wrapped in a 1.5-inch-thick chassis. A matte anti-glare coating and ten snap-on magnetic frames let it masquerade as wall art when you’re not streaming.
An Omnisense sensor and far-field Alexa mics live in the bottom bezel, detecting room occupancy and automatically cycling through more than 2,000 free artworks. Snap a photo of your space and Amazon’s AI will curate matching pieces.
Fire TV OS Gets a Facelift
Every Ember ships with Amazon’s re-skinned Fire TV interface, promising cleaner menus and snappier navigation. Dolby Vision and HDR10 Plus support are baked in, and sizes top out at 55-inch and 65-inch.
| Size | Price | Availability |
|---|---|---|
| 55-inch | $900 | Spring 2026 |
| 65-inch | $1,100 | Spring 2026 |
LG’s new Gallery TV and other 2026 sets are chasing the same lifestyle-TV audience, but Amazon is betting aggressive pricing and tight Alexa integration will carve out space on living-room walls.
Key Takeaways
- Amazon’s television hardware is now sold under the Ember brand.
- The first set, Artline, mimics Samsung’s Frame formula with a slim, frame-friendly design and ambient-art mode.
- Spring delivery starts at $900 for the 55-inch model.
With nearly every major TV maker now fielding a Frame competitor, the battle for design-centric viewers is officially heating up.
