A New Look for Fire TV
The latest iteration of the Fire TV interface is debuting on the Amazon Ember Artline, a new high-end TV model designed for flush wall mounting. As I move from the older interface found on the Ember QLED to this updated system, the design shift is immediately noticeable. Amazon has been gradually introducing this OS update in the US, and it is finally making its way onto new hardware.
Performance and Interface Upgrades
At launch, Amazon promised that this interface would be 20-30% faster, and in my testing, the claims hold up. The system feels snappier and adopts a much more modern aesthetic. It draws heavy inspiration from Google TV, featuring a top-row shortcut menu and a more expansive grid for app icons.
Previously, users were capped at six app shortcuts on the home screen. The new version allows for much greater flexibility; I currently have 16 apps pinned to my home screen. While it doesn't offer the minimalist cleanliness of Roku, it is a significant quality-of-life improvement for those of us who utilize a wide variety of streaming services.
The Bloatware Problem
Despite the functional gains, the interface suffers from excessive promotion of Amazon’s own ecosystem. A dedicated row is occupied by apps like Amazon Kids, Luna, and Amazon Photos. While some can be uninstalled, others are permanent fixtures. Users are forced to manually reorganize the app list, pushing the required apps to the front and relegating the unwanted promotional software to the end of the list.
Functionality Gaps and Lack of Customization
One of the most baffling design choices is the handling of input switching. Previously, this was a central feature, but it has now been tucked away inside a side menu, requiring three clicks to access. For a core television function, this is a step backward.
«The interface feels like space for rent. Sponsored rows, adverts at the top, and recommendations from other services take precedence over the user's actual viewing habits.»
The lack of customization is the system's biggest weakness. Users cannot add "Inputs" to the top shortcut bar, nor can they remove specific content rows on the home screen. The "Continue Watching" feature—the row most users actually care about—is buried so far down the page that it is often faster to simply launch an app and search from within it.
Alexa+ and the Future of the OS
I also tested the new AI-enhanced assistant, Alexa+. While it provides more conversational responses, its search accuracy is hit-or-miss. In one instance, it failed to find content that the standard, older version of Alexa identified instantly.
Ultimately, while the new Fire TV interface is faster, it currently prioritizes Amazon’s commercial interests over the user experience. Whether Amazon will listen to feedback and allow for more personalization remains to be seen, but as it stands, the OS feels like a collection of billboards rather than a streamlined media hub.