Amazon has officially transitioned its entire line of smart TVs from Fire TV to Ember TV, initiating the change in April. This rebranding includes the renaming of existing models such as the Fire TV 2-Series, which is now the Ember 2-Series, and the Fire TV Omni QLED Series, now known as the Ember QLED Series. Despite the name change, current Fire TV owners will see no alterations to their devices beyond the new branding.
The decision to drop the Fire TV name was announced on Amazon's Fire TV Blog, with the company stating that the popularity of its smart TVs warranted their own distinct identity. The new Ember Artline, positioned as an art-centric TV to compete with Samsung's The Frame, marks the launch of this rebranded line.
While the name change is significant, the Fire TV Sticks and Fire TV Cube retain their original branding. Amazon has also enhanced the Fire TV interface, providing improved navigation and performance, alongside a modernized design featuring updated layouts and typography.