What are Amazon Ember TVs? The Fire TV rebrand, explained.

Amazon has rebranded its own smart TV lineup from Fire TV to Ember in April 2026.

The Fire TV platform, apps, and existing TVs remain unchanged; the rename applies only to Amazon-branded sets.

Fire TV devices like Sticks and Cubes, plus third-party TVs from brands such as TCL, Toshiba, Hisense, and Insignia, still use Fire TV OS.

Amazon also introduced Ember Artline, a frame-style lifestyle TV positioned as a rival to Samsung’s The Frame.