Amazon is entering the growing lifestyle TV category with the launch of the Amazon Ember Artline, a new 4K QLED television designed to blend into living spaces when it’s not being used for streaming.
The Ember Artline marks a shift for Amazon’s TV hardware, which the company says is built specifically around its Ambient Experience rather than treating art display as a secondary feature.
Amazon says more than 300 million Fire TV devices have been sold globally across streaming sticks, partner TVs and its own branded sets, and that momentum has pushed it to rethink what the biggest screen in the home should do when no one is actively watching.
The result is a new sub-brand called Amazon Ember, with the Artline positioned as the first “lifestyle TV” in the range.
Hardware-wise, the Ember Artline is a 4K QLED TV with support for Dolby Vision and HDR10+, alongside Wi-Fi 6 connectivity and a slim 1.5-inch profile designed to sit closer to the wall.
A matte display is used to reduce reflections and glare, with Amazon saying it’s intended to make artwork and photos look more natural across different lighting conditions.
The TV is built around Amazon’s Ambient Experience, which allows the screen to display art, personal photos and curated visuals when the TV isn’t in use.
Far-field microphones enable hands-free Alexa voice control, while Amazon’s Omnisense technology uses presence detection to automatically switch the Ambient Experience on when someone enters the room and turn the display off when the space is empty to save power.
Art content includes integration with Amazon Photos, access to more than 2,000 free artworks and support for the latest Fire TV interface, allowing users to move quickly between ambient visuals and streaming content.
Customisation is a key part of the pitch, with Amazon offering 10 magnetic, interchangeable frames designed to change the look of the TV without tools.
The Amazon Ember Artline will be available in 55-inch and 65-inch sizes, with pricing starting at £949.99 and including one magnetic frame.
Amazon says customers can sign up now to be notified when the Ember Artline goes on sale later this spring.
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