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The credits just rolled on Amazon's blockbuster launch event, which was held in New York City. And it was a packed showcase.
The US retailer unveiled a slew of new Fire TV devices, which will be coming to UK store shelves in the coming weeks. It announced an entirely new Fire TV Stick and a complete refresh to its Smart TV lineup, bringing more affordable 4K streaming and enhanced AI features to living rooms.
You'll find something for every budget in the new lineup, from the wallet-friendly Fire TV Stick 4K Select at just £49.99, to the rebooted Omni QLED Series televisions, which start from £649.99.
Whether you're after a simple plug-in device for your existing telly or a brand-new TV packed with the latest smarts, the new lineup from Amazon comes equipped with faster processors, a new operating system called Vega OS, and the new AI-powered Alexa+ capabilities.
Commenting on the new releases, respected analyst Paolo Pescatore, PP Foresight, told GB News this was "a much-needed refresh to the lineup, as it was starting to look a bit dated". Mr Pescatore said the new devices are designed to "dovetail nicely with the all-singing and dancing Alexa+ AI-powered service."
"A tightly integrated hardware and service offering, coupled with AI, should drive appeal among existing users to upgrade. In essence, leveraging Alexa+ to drive replacement rates," he summarised the Amazon launch.
Fire TV Stick 4K Select is the newest addition to the lineup and promises fast performance and access to premium features like Xbox Game Pass streaming at a lower price tag than previous efforts from Amazon
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Fire TV Stick 4K Select
First up, Fire TV Stick 4K Select delivers 4K Ultra HD picture quality with HDR10+ support for under £50. You're getting Amazon's brand-new Vega operating system here, built from scratch to be incredibly "responsive and highly efficient," the company says. That extra efficiency has allowed Amazon to include just 1GB of RAM, which is around half what previous models included.
Despite this, the lightweight Vega OS ensures apps launch faster than ever. Amazon is so confident in the performance of its new custom-designed operating system that it'll add support for experiences that were previously reserved for its more powerful Fire TV Stick 4K Max, like the ability to stream console-quality video games from Xbox onto the big screen.
Its own Luna game-streaming service will be coming soon too.
Of course, you'll also have access to all your favourite streaming services, like Prime Video, Netflix, Disney+, YouTube, and Apple TV+, to name just a few. The enhanced Alexa+ integration means you can ask more complex questions about what you're watching, get tailored recommendations based on your viewing habits, and even jump to specific scenes just by asking.
It's available for preorder now and starts shipping mid-October.
Fire TV Omni QLED Series
With the launch of the top-of-the-line Omni Mini-LED Smart TVs, we'd assumed the older, Omni QLED lineup would eventually be discontinued. Not so, as Amazon has just overhauled the lineup with a new panel that's 60% brighter than its predecessor.
Starting at £649.99, the refreshed 2025 model arrives with twice as many local dimming zones so blacks appear deeper and whites shine brighter, while Dolby Vision and HDR10+ Adaptive technology promise to add vibrancy.
Amazon's clever OmniSense technology is designed to automatically adjust the temperature of colours on-screen based on your room's ambient lighting, similar to what you'll find on most modern phones and laptops.
Fire TV Omni QLED 4K has been refreshed with a brighter display, the new Vega OS platform, and out-of-the-box support for Alexa+
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It also has a proximity sensor, so it can automatically switch on when you walk into the room — so it's ready to start streaming your favourite shows. Fire TV Omni QLED can display photos or artwork when you're not watching, like we've seen from Samsung's award-winning The Frame design. It even powers down when you leave to save energy.
The Interactive Art feature responds to your movements, creating an engaging ambient display.
With a processor that's 40% faster than before, everything should feel snappier. You can talk directly to Alexa through the TV without needing a remote, and the enhanced AI capabilities make finding content easier than ever.
Available in sizes from 50 – 65 inches, it's coming soon to UK retailers.
Fire TV 2-Series and 4-Series
For those wanting quality without breaking the bank, the redesigned 2-Series and 4-Series TVs offer brilliant value starting at £249.99 and £429.99 respectively. You'll get crisp HD with the 2-Series or stunning 4K resolution with the 4-Series, both featuring slimmer bezels than previous efforts.
Performance gets a serious boost with new quad-core processors, making everything 30% faster than previous models.
For the first time, these budget-friendly options include OmniSense technology — so your telly knows when you enter the room and adjusts accordingly. The clever Dialogue Boost feature lets you turn up character voices without cranking up background noise, perfect for late-night viewing.
The 2-Series comes in 32-inch and 40-inch sizes, while the 4-Series offers 43, 50, and 55-inch options. Both ranges support Alexa+ for voice control and smart home integration, bringing premium features to everyday prices. They're coming soon to UK stores.
Alexa+
Amazon's upgraded Alexa+ smart assistant adds new capabilities across all of these new Fire TV devices. The chatty AI is now an entertainment experts that understand natural language requests. For example, you can ask for film recommendations similar to shows you watched last weekend, find out where a specific scene showing on-screen was filmed, or find out trivia about actors you're watching.
You can also learn about the soundtrack from your favourite musical without ever picking up your phone. Some Fire TV models support hands-free vice commands, while others will require you to press-and-hold the microphone button on the remote and read out your request.
Amazon announced a series of changes to its FireOS platform, which powers the latest generation of Fire TV Sticks and Fire TVs
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The AI assistant works seamlessly with major platforms, including Netflix and HBO Max, though Amazon's own Prime Video offers the deepest integration. You can search for specific scenes using voice commands – just describe what you want and Alexa+ jumps straight to it.
During live sports, Alexa+ shares scores and player stats.
It's not just about the upgraded voice commands. Content discovery gets simpler on FireOS too. The Continue Watching row bookmarks your progress across different streaming services, while a unified watchlist lets you save shows from any platform in one place.
Amazon says it's all designed to get you to what you want to watch faster, without endless scrolling through menus.
Other new additions include:
- Find live TV and sports quickly: We show you what’s playing now directly from your home screen
- A channel guide that knows you: Say goodbye to endless channel scrolling. Our redesigned live guide gives you 10 tailored recommendations based on what you like to watch
- One watchlist for everything: Juggling separate watchlists? Now you can save shows and movies from any streaming service to a single list. It’s like a bookmark for your entertainment; one place where all the things you want to watch are just a click away
- Pick up where you left off: Never lose your place again. Our Continue Watching row acts as your personal TV bookmark across the shows you’re currently watching. Jump right back into where you left off — or dive into new episodes when they drop — directly from your home screen
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