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  "path": "/tech/death-of-fire-tv-rebrand",
  "publishedAt": "2026-05-01T08:07:53.000Z",
  "site": "https://www.gbnews.com",
  "tags": [
    "How police work out if YOU are one of millions watching on a dodgy Fire TV Stick",
    "that transforms into a painting when it's not in use",
    "Will Google copy this unique feature from British startup Nothing?",
    "Best VPN deals",
    "Virgin Media treats all broadband users to FREE upgrade",
    "Microsoft is finally letting you stop Windows 11 updates",
    "iPhone Air review",
    "STOP using passwords, GCHQ issues stark new security advice",
    "Announced back in January",
    "a post on its website",
    "The GB News Editorial Charter"
  ],
  "textContent": "\n\n\n\nAmazon has dropped the Fire TV branding from its Smart TVs.\n\nThe Fire TV name has been around since the first-generation Fire TV Stick was released back in November 2014, offering an affordable way to bring streamers, catch-up services, apps, and games to _any_ television via the HDMI port on the back of your telly. In September 2021, Amazon launched its first Smart TV with the same software experience taken from its bestselling Fire TV Stick lineup baked into the flatscreen.\n\n  * **How police work out if YOU are one of millions watching on a dodgy Fire TV Stick**\n\n\n\nDubbed Fire TV Omni Series and Fire TV 4-Series, these were the first all-in-one televisions created by teams at Amazon. While the lineup has expanded in the half a decade since then, Amazon's Fire TV brand has been consistent across the set-top boxes, the televisions, and the operating system that powers both.\n\nBut that's all changed.\n\nWith the arrival of its latest Smart TV — **that transforms into a painting when it's not in use** — Amazon introduced a new name: Ember.\n\n###\n\n\n\n\nAmazon's **Ember Artline** was the first television to use that branding, but it's now rolled out across _every_ model. The Seattle-based retailer has unified all of its custom-designed Smart TVs under the Ember brand.\n\nCrucially, **Amazon Ember** _only_ replaces Fire TV when referring to physical televisions designed and built by Amazon.\n\nIn other words, what used to be called Fire TV Smart TVs are now just Amazon Ember TVs.\n\nThose Ember TVs are still powered by __ Fire TV OS, so that tried-and-tested interface is still alive and well. And if you don't want to upgrade to a new flatscreen, you can still buy a Fire TV Stick from Amazon. That doesn't change.\n\nAmazon believes the shake-up will avoid confusion. It also sticks with the very mild pyromania experienced by Amazon's Marketing Team — **Kindle** , **Fire TV** , and now, **Ember.**\n\nTo avoid confusion, Ember will _only_ be used for Smart TVs built by Amazon. There is a swathe of other manufacturers — TCL, Toshiba, and Hisense, for example — who all use the Fire TV software experience on their hardware. These Smart TVs will still use the Fire TV brand to denote the operating system.\n\n### LATEST DEVELOPMENTS\n\n\n\n\n  * **Will Google copy this unique feature from British startup Nothing?**\n  * Best VPN deals\n  * Virgin Media treats all broadband users to FREE upgrade\n  * **Microsoft is finally letting you stop Windows 11 updates**\n  * iPhone Air review\n  * STOP using passwords, GCHQ issues stark new security advice\n\n\n\n###\n\n\n\n\nEmber will _only_ apply to those created by the hardware teams at Amazon. With the rebrand now complete, the complete lineup of Amazon's Smart TV lineup is as follows:\n\n  * **Amazon Ember 2-Series (FHD)**\n  * **Amazon Ember 4-Series (4K)**\n  * **Amazon Ember QLED Series**\n  * **Amazon Ember Mini-LED Series**\n  * **Amazon Ember Artline**\n\n\n\nThe shake-up to the Amazon Ember lineup comes soon after the US retailer started to roll-out a monumental upgrade to FireOS is now available to Fire TV Stick owners worldwide. **Announced back in January** , Amazon says the latest version of its software could boost performance by **up to****30%**.\n\n###\n\n\n\n\nThat'll make jumping back into a boxset, switching between apps, and playing games _much_ faster – without the need to upgrade to newer hardware. To achieve this impressive boost in performance, software teams at Amazon completely reworked the underlying code for the FireOS software, rebuilding it from the ground up.\n\nIt's not only faster, but the new FireOS has also been redesigned to be cleaner, more minimalist, and better organised. For long-term viewers, the new look is far from unrecognisable, but it's a little more refined. The artwork for individual shows, documentaries, sports fixtures, and blockbusters occupies more space on the main menu.\n\n###\n\n\n\n\nIn **a post on its website** about the newly-released software, Amazon has called it the \"biggest update ever\".\n\nDescribing the new look for the user interface, Amazon promises: \"You'll notice the sleek new look right away — cleaner layouts, smooth rounded corners, sophisticated colour gradients, and refined typography that just feels good to use. But it's not just about looks. Up to 30% faster with more fluid navigation means finding your next watch is effortless, and your content stays front and centre where it belongs.\"\n\nWith the World Cup on the horizon, Fire TV viewers will be able to keep up to speed with their team via a dedicated football hub that'll provide details on how to watch the next match.\n\n###\n\n\n\n\n\n\n\n\n\n\n**Our Standards: The GB News Editorial Charter**",
  "title": "Death of Fire TV: Why Amazon just made a dramatic change to its Smart TVs"
}