Amazon has introduced its latest Fire TV lineup, featuring new hardware and the debut of Alexa+, an updated voice assistant designed to improve content discovery and personalization for viewers.
The new range includes the Fire TV Omni QLED Series, available in sizes from 50 to 75 inches and starting at $479.99. This flagship model offers a display that is 60% brighter than previous versions, with nearly double the local dimming zones for improved picture quality. The Omni QLED also features Dolby Vision and HDR10+ Adaptive technology, as well as an upgraded processor that is 40% faster than before. According to Amazon, "It automatically adjusts the display colors based on your room's lighting, and with our Omnisense technology, the TV turns on when you enter the room. It displays your photos or artwork and powers down when you leave to save energy. Interactive Art responds dynamically to your movements, creating a truly immersive experience. And when you want to watch something, just talk directly to Alexa+ through the TV."
For customers seeking more affordable options, Amazon has updated its Fire TV 2-Series and 4-Series models, which are available in sizes from 32 to 55 inches and start at $159.99. Both series have been redesigned with ultra-thin metal bezels and now feature Omnisense technology across all price points. The new quad-core processor makes these models 30% faster than before. A new Dialogue Boost feature will allow users to increase voice volume without raising background noise.
The company has also released its most affordable 4K streaming stick yet—the Fire TV Stick 4K Select—priced under $40. This device delivers vibrant 4K picture quality with HDR10+ support and quick app launches thanks to Amazon’s new Vega operating system.
A key part of this launch is Alexa+, described by Amazon as "a world-class entertainment expert—going beyond search to give you tailored suggestions, find specific scenes in your favorite movies, and take you directly to what you want to watch across all your streaming services." Alexa+ can provide recommendations based on conversations with users, answer questions about actors or soundtracks while watching content, deliver live sports scores and stats, and even help find highlights from recent games.
Accessibility updates are also being introduced across Fire TV devices. These include Dual Audio functionality for multiple listeners, expanded hearing aid support, tactile packaging for easier unboxing experiences for those with visual impairments, and other improvements aimed at making products more usable for customers with disabilities.
Additional software enhancements include a personalized Continue Watching row that lets users pick up where they left off across different shows; a redesigned live guide providing tailored recommendations; unified watchlists that work across streaming services; and fast access to live sports events.
Amazon reports that almost 300 million Fire TV devices have been purchased worldwide so far this year, with partners launching over 250 television models globally.
"Alexa+ on Fire TV is transforming how you experience television—making finding what you want intuitive, personalized, and conversational," according to Amazon's announcement.
Prime members are also offered early ticket access for select film releases via Fandango.