Amazon rebrands smart TVs to Ember and overhaul Fire TV interface

Amazon is shifting Fire TV from a simple app launcher to an AI-driven operating layer that prioritizes cross-platform discovery. By unifying its hardware under the 'Ember' brand and boosting software performance on legacy devices, Amazon solidifies its position against competitors like Samsung and LG in the premium lifestyle segment. For the industry, this signals a major expansion of the ad-supported surface area. As Alexa+ usage spikes and becomes the primary navigation interface, Amazon is perfectly positioned to layer conversational ad formats into the discovery process, leveraging a global hardware footprint and a retail media business that generated $17.2 billion in Q1 2026. Watch for whether this improved discovery speed correlates with higher ad-tier conversion rates.

The rebranding of Amazon’s television line to Ember comes as the global smart TV market experiences a surge in AI-driven OS competition. According to accio.com reporting in June 2026, Samsung and LG continue to lead the global market with 29% and 21% shares respectively, largely by leveraging proprietary ecosystems like Tizen and webOS. Amazon’s move to introduce the 'Ember Artline' directly challenges Samsung’s 'The Frame,' which has long dominated the lifestyle TV category. Recent pricing data from Mashable indicates this is a competitive offensive; for Prime Day 2026, the 55-inch Ember Artline was positioned at $700, undercutting the equivalent Samsung model while offering a similar matte display and magnetic bezel system.

From a platform perspective, Amazon is aggressively scaling its generative AI reach to maintain its 17% share of the global Connected TV (CTV) market. During CES 2026, Amazon disclosed that 97% of its 600 million shipped Alexa-enabled devices would support the new Alexa+ assistant, per BitcoinWorld. This software-first approach to hardware longevity contrasts with many rivals that require processor upgrades for advanced AI features. Furthermore, MediaPost reported in May 2026 that Amazon's trailing twelve-month advertising revenue has crossed $70 billion, with CEO Andy Jassy identifying 'agentic commerce'—AI assistants that can act on behalf of users—as a primary growth driver. The Fire TV redesign effectively turns the living room into a high-intent surface for these agentic interactions.