Amazon launches slimmer Fire TV Stick HD and Ember Artline televisions

On Wednesday, Amazon announced the launch of its new Fire TV Stick HD and Ember Artline televisions, marking an expansion of its hardware portfolio. Both products are currently available for preorder as the company seeks to streamline its streaming device lineup and compete in the aesthetic-focused television market.

The new Fire TV Stick HD model is around 30% slimmer than the previous version. The streaming device is said to operate around 30% faster than the previous model, and it is priced at $34.99. For connectivity, it features Wi-Fi 6 and Bluetooth 5.3. The device also integrates Alexa+, Amazon’s AI assistant, allowing users in the U.S., Canada, and the U.K. to manage smart home devices and search for content using voice commands. For accessibility, Amazon is introducing “Adaptive Display,” an accessibility setting for Fire TV designed to make text and menus more visible by scaling up smaller elements. Amazon says this setting will launch in the coming months.

Alongside the streaming stick, Amazon opened preorders for its Ember Artline television series, which competes with Samsung in the television market. The Ember Artline televisions feature a 1.5-inch profile and a 4K QLED display. Available in 55-inch and 65-inch sizes, the televisions are priced starting at $899.99. To coordinate with home decor, the TVs offer 10 different magnetic frames that snap onto the edges. These frame options include:

• Walnut, Ash, and Teak
• Black Oak, Matte White, and Midnight Blue
• Fig, Pale Gold, Graphite, and Silver

The series includes “Match the Room,” an AI feature for selecting artwork that helps users choose from over 2,000 free art pieces to complement the television’s surroundings. Like the new streaming stick, the Ember Artline TVs utilize the Alexa+ AI assistant.

The Fire TV Stick HD is scheduled to begin shipping on April 29 in Canada, Mexico, the U.S., the U.K., Japan, Australia, and New Zealand. Meanwhile, the Ember Artline televisions will start shipping on April 22 in the U.S. and Canada, followed by the U.K. and Germany. Additionally, Amazon is introducing a content transfer feature for U.S. customers to move media between Fire TV devices using voice commands. The company says this feature will expand to more services over time.

Why it matters

Amazon is updating its hardware portfolio to simplify its streaming device lineup while competing with Samsung in the aesthetic-focused television market. By integrating its Alexa+ AI assistant across these devices, the company is also expanding its voice-controlled smart home ecosystem.