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Amazon has unveiled a new addition to its smart TV lineup amid a major shake-up of its Fire TV brand. The retail giant has rebranded its flagship Fire TV range alongside the launch of its ‘first lifestyle’ model, the Amazon Ember Artline.
To celebrate the release, Amazon is knocking up to £320 off both models in the new Artline series, with the 55” model now £719.99 (was £949.99) and the 65” model now £879.99 (was £1,199.99). However, the discounts are due to expire soon, with Amazon setting a deadline of 11.59pm on Wednesday (May 20).
The Ember Artline is designed to seamlessly blend in with a room’s decor with its unique look that imitates framed artwork. It rivals Samsung’s The Frame, a range of similarly designed 4K and QLED smart TVs created in the style of an art canvas.
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Available in a choice of 10 frame colours to match any space, Amazon’s Ember Artline transforms from a TV and entertainment hub into an art gallery that can display 2,000 free works of art. These include impressionist classics from artists like Monet and contemporary works of street art, mural and photography.
It also offers a ‘Match the Room’ feature that uses AI technology to find artwork to match the TV’s surroundings, or the option to display personal photos. While watching TV, the Ember Artline boasts a 4K QLED display with Dolby Vision and HDR10+ for the best viewing experience, whether watching movies, series or sports.
55″ Amazon Ember Artline TV
£949.99£719.99AmazonBuy Now on Amazon
Amazon has unveiled its new Ember Artline TV and is knocking £230 off the 55″ model.
It operates on Fire TV’s new user interface, providing quick and easy access to countless titles on streaming apps like Netflix, Prime Video and Disney+, as well as free-to-air channels on BBC iPlayer, ITVX and YouTube. A caveat is that paid subscriptions will be required to watch certain content.
The Artline also loads apps quicker than previous models, thanks to its quad-core processor, and offers smooth streaming and gaming with Wi-Fi 6 support. Customers picking up the new TV will also have access to Amazon’s new Alexa+ assistant that lets users control the TV and search for content using voice commands.
After an ‘Early Access’ promotional period, Alexa+ will be included free with an Amazon Prime membership or £19.99 per month for non-members. Amazon’s Ember Artline comes in just slightly more expensive than Samsung’s rival, The Frame, which costs £699 for the 43” The Frame QLED 4K Vision AI Smart TV.
View 2 ImagesThe Ember Artline can display thousands of pieces of art or a personal photo gallery.
However, these also go up to an eye-watering £3,999 for the largest and latest 85” The Frame Pro 4K Vision AI Smart TV. Elsewhere, Sky is knocking 20% off its own Sky Glass collection, with the slimmer Sky Glass Air now starting at £4.50 per month, but shoppers must also pair this with a Sky TV package from £15 per month.
As a brand-new product, the Ember Artline has yet to receive any reviews from Amazon customers, but the tech experts at The Shortcut said it impressed them ‘from the get-go’.
“The Amazon Ember Artline TV impressed me from the get-go with its matte finish that hid glare even in direct sunlight on its display. It also helps that the TV has a bright and colourful 4K QLED screen that shines through even direct sunlight.
“Choosing between over 2,000 art pieces is a lot, and if you’re unsure of what will work best for your living space, you can have AI curate art and photos to match your decor. Beyond showing artwork, Ember Artline delivers great picture quality.
“Colours look vibrant, and contrast delivers smoky blacks. The TV also supports both Dolby Vision and HDR10+ to make the most of the headache of calibrating your TV out of the equation.”
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However, they also highlighted a downside of the Ember Artline, noting that it doesn’t feature a filmmaker or professional mode. There are more positives, though, as they continued: “The Ember Artline also has another impressive trick where I can simply ask Alexa+ to move a show or sports game I’m watching to another TV anywhere in my home.
“It’s a fantastic feature if you want to continue watching a movie and move it to the kitchen while you wash dishes, and then back to the living room once you’re done.”