Amazon’s Big CES 2026 Push Explained
Amazon arrived at CES 2026 with a clear message. The TV is no longer just for watching. It is becoming smarter, faster, and more personal. The company used the global stage to refresh Fire TV, expand Alexa+, and introduce a brand-new category of lifestyle televisions.
Together, these announcements show how Amazon wants to control the entire living room experience.
A Faster, Cleaner Fire TV Experience
Amazon redesigned the Fire TV interface to reduce decision fatigue. The new UI focuses on speed, clarity, and smarter discovery. Users can now browse movies, shows, sports, and live content across apps in one place.
The updated design features modern layouts, smoother animations, rounded corners, and cleaner typography. More importantly, Amazon rebuilt the underlying system. The company claims up to 30 percent faster performance in real-world use.
Users can now pin up to 20 apps on the home screen. A new shortcut panel also allows quick access to settings, smart home controls, and connected Ring cameras.
Alexa+ sits at the center of the experience. Users can ask for recommendations, control smart devices, pull up photos, or jump to specific scenes using natural voice commands.
Fire TV Mobile App Gets Smarter
Amazon also refreshed the Fire TV mobile app. It now mirrors the new TV interface. Users can browse content, manage watchlists, and start playback directly from their phones.
The app also works as a second screen. This allows discovery and curation even when users are away from home.
Meet Amazon Ember Artline TVs
The biggest hardware announcement was the Amazon Ember Artline. This is Amazon’s first lifestyle TV designed to blend into living spaces.
The Artline features a 4K QLED panel with Dolby Vision, HDR10+, Wi-Fi 6, and a slim 1.5-inch profile. A matte display reduces glare and improves art visibility.
It supports Amazon’s Ambient Experience with over 2,000 free artworks and personal photos. AI-powered room matching recommends art based on décor using images captured from the phone.
Far-field microphones enable hands-free Alexa+. Omnisense technology detects presence and switches modes automatically. Users can also choose from 10 magnetic frame styles.
Availability and Pricing
The new Fire TV UI launches in February in the US, with global expansion planned later. Amazon Ember Artline TVs will arrive in spring, starting at $899 for 55-inch and 65-inch models.
