Amazon has made significant announcements at CES 2026, primarily focusing on an overhaul of its Fire TV user interface and the introduction of a new lifestyle television, the Amazon Ember Artline. The redesigned Fire TV UI aims to streamline content discovery, making it up to 30% faster on certain devices through a complete rewrite of its underlying code. The new interface features a cleaner, more modern design with rounded corners, updated typography, and improved spacing. It introduces dedicated home screens for content categories like movies, TV shows, and sports, allowing users to browse titles across all their subscriptions in one centralized location. Additionally, users can now pin up to 20 apps to their home screen, a significant increase from the previous six. Alongside the UI improvements, Amazon launched the Ember Artline, its first lifestyle 4K QLED TV, designed to compete with products like Samsung's 'The Frame'. The Ember Artline features a glare-reducing matte display, integrates with Amazon Photos for displaying over 2,000 pieces of free artwork, and comes with customizable magnetic frames. It also incorporates Amazon's Ambient Experience and Omnisense presence-detection technology to turn the display on or off as people enter or leave a room. Further enhancing the Fire TV ecosystem is the expanded integration of Alexa+, Amazon's generative AI-powered assistant. Alexa+ offers more conversational interactions, personalized content recommendations, the ability to search for specific scenes within movies, and comprehensive smart home controls. The new Fire TV mobile app has also been transformed to provide a seamless second-screen experience. The rollout of the new Fire TV UI and mobile app will commence in February 2026, starting with select Fire TV Stick 4K Plus, Fire TV Stick 4K Max (2nd Gen), and Fire TV Omni Mini-LED Series devices in the U.S., with a wider global expansion planned for later in the spring, including partner TVs and the Ember Artline.