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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, as well as four unrecognisable new Amazon Echo speakers and smart displays. The new gadgets have been built from the ground up for its new Alexa+ smart assistant, which was first introduced in the United States earlier this year with a standalone $19.99 per month (roughly £14.99) subscription.
For telly fans, this latest hardware event from Amazon — fronted by device chief Panos Panay, the former Microsoft hardware chief who spearheaded the Surface lineup of laptops, two-in-one tablets, and desktop PCs, who left to join Amazon two years ago — had plenty to enjoy. First up, there was an entirely new Fire TV Stick and a complete refresh to Amazon's Smart TV lineup, bringing more affordable 4K 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. For those happy with HD-quality picture, the updated Fire TV 2-Series starts from £249, while the most affordable 4K Ultra HD from the teams at Amazon is the new-and-improved 4-Series that starts from £429.
Ex-Microsoft Surface boss Panos Panay introduced the latest hardware efforts from the Amazon teams to a packed crowd in New York City
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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.
Be one of the first to own the new Fire TV Stick 4K Select
This new model arrives with several features that were previously reserved for pricier models, like the ability to play console-quality games like Call of Duty, Fortnite, Indiana Jones and the Great Circle, and Gears of War via Xbox Game Pass. The new Vega OS promises speedier performance when streaming boxsets, live sports, and blockbusters. You can also ask Alexa to read-out player stats, trivia about the show, or identify songs playing in the background of a scene. The first Fire TV Stick 4K Select devices will ship on October 15
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Fire TV Stick 4K Select
$49.99
The Fire TV Omni QLED Series is available in 50", 55", and 65" screen sizes with a 60% brighter panel than earlier models
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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 from £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.
Like the rest of the new lineup, the Fire TV Omni QLED Series is designed to take advantage of the new AI capabilities built into Alexa+, which launched in the USA earlier this year, but isn't yet available to UK audiences
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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.
Be one of the first to own the new Fire TV Omni QLED Series (2025)
Amazon says that "scenes leap off the screen and look beautiful in any light with Dolby Vision and HDR10+ Adaptive," with its new Fire TV Omni QLED Series. Those improvements to picture quality can be attributed to the full-array local dimming, which creates deeper blacks and brighter whites for incredible contrast. There's a new quad-core processor to bolster performance and Wi-Fi 6 for smoother streaming. Like every model in the new lineup, it's equipped with Omnisense, which relies on built-in sensors wake the display when you enter to show your favourite artwork or let you start watching in a jiffy
Fire TV Omni QLED Series
$649
The Fire TV 4-Series is equipped with a custom-designed Omnisense technology from Amazon that leverages built-in sensors to wake the display when you enter to show your favourite artwork or let you start watching in a jiffy
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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 HD with the more affordable 2-Series, or pixel-packed 4K Ultra HD resolution with the 4-Series. Both Smart TVs have been redesigned with slimmer bezels than previous efforts to make the overall footprint as compact as possible.
Performance gets a serious boost with new quad-core processors, making everything 30% faster than previous models. Amazon has also made Wi-Fi 6 standard across both the 2-Series and 4-Series of its new plug-and-play TVs, which should make streaming more reliable — even in households with dozens of other gadgets connected to the internet.
For the first time, these budget-friendly options include OmniSense technology — so your telly knows when you enter the room and adjusts accordingly. 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.
Be one of the first to own the new Fire TV 4-Series (2025)
With 4K Ultra HD resolution, boosted brightness, and a new quad-core processor to bolster performance, the Fire TV 4-Series looks set to be a worthy upgrade. Amazon has shrunk the bezels around the screen and added support for Wi-Fi 6 to ensure smoother streaming. There's no release date yet, with only the promise that these Alexa+ equipped TVs will be "coming soon" to Amazon UK
Fire TV 4-Series
$429.99
Be one of the first to own the new Fire TV 2-Series (2025)
Despite the cheaper price tag and 1080p HD resolution, the rebooted 2-Series Smart TVs still ship with a quad-core processor for speedier performance, Wi-Fi 6 for smoother streaming, and Amazon's custom-designed Omnisense technology that uses built-in sensors wake the display when you enter to show your favourite artwork or let you start watching in a jiffy
Fire TV 2-Series
$249.99
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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