Amazon is rolling out a new user interface for its Fire TV streaming devices designed to put more focus on content while simplifying navigation. The update will initially be available to Fire TV owners in the United States and is the first major Fire TV redesign in years.
This change comes as the explosion of streaming content makes it increasingly difficult to know what’s available on which services, and streaming platforms like Fire TV need to act as discovery hubs rather than just tools to launch streaming apps.
The company first previewed the new design at the Consumer Electronics Show in Las Vegas in January, showing off an interface aimed at making Fire TV less cluttered. The updated design features rounded corners, different gradients, consistent typography, increased spacing between content, and additional space for pinned apps.
Previously, Fire TV users could only pin six apps to their home screen. This update makes app icons smaller, expands app slots to 20, and supports services like Netflix, Disney+, YouTube, Prime Video, Hulu, HBO Max, and other top streamers.
Additionally, the navigation bar at the top of the screen has been simplified into categories marked with simple icons, such as Movies, TV, Live TV, Sports, and News. The search button is also easily accessible on the left side of the (Home) tab.
Within these tabs, Fire TV shows you the content you’re already watching and displays other suggestions pulled from the services you subscribe to, organized in rows labeled “For You.” The tab also highlights free movies you can stream, popular movies and shows, and other paid content you can enjoy.
The (Live TV) tab, on the other hand, centralizes access to streaming services, as well as live content available on broadcast or cable TV if you subscribe or use an antenna.
Less frequently used features are found under the three-line “hamburger” menu on the left, which includes Games, Art and Photos, Appstore, Music Videos and Audio, a universal watchlist called “My Stuff,” Settings, and other options.
The new interface also incorporates Amazon’s AI assistant Alexa+, allowing users to ask questions about almost any topic, not just movies and TV. Queries can be made using natural language, and Fire TV owners can refine queries and ask follow-up questions while chatting with the AI assistant. AI can also interact with the content on the screen. For example, you can select a movie tile and say, “Tell me more about that movie.” You can also ask subtle questions like, “Find me more movies that look the same.”
Amazon recently announced that customers with Prime subscriptions will get Alexa+ as a perk. Some may choose to pay a separate access fee.
The new user interface will first be introduced in the U.S. on Fire TV Stick 4K Plus, Fire TV Stick 4K Max (2nd generation), and Fire TV Omni Mini-LED series. This spring, the latest generation Fire TV 4K streaming players and TVs such as the Fire TV 2 series, Fire TV 4 series, Fire TV Omni QLED series, Hisense, Insignia, Panasonic and TCL.
This update is also available with the new Amazon Ember Artline, a new TV series that can make your TV screen look like a framed piece of art when it’s not in use.
