Fire TV’s new user interface is faster and more streamlined, with dedicated homes for each content type
Published by RawNews1st
It would take 100 years just to stream the free content on Fire TV. So, last year, we launched Alexa+, our world-class entertainment expert, on Fire TV, to help customers get smarter, more personalized recommendations through natural conversation.
Because customers are talking to Alexa+ more than 2.5 times more often than they were with the original Alexa, we knew it was time to upgrade other key parts of the Fire TV experience. So, to kick off 2026, we’re upgrading how customers browse for content with a new, redesigned user interface (UI), launching a transformed Fire TV mobile app, and introducing our first-ever lifestyle TV, the Amazon Ember Artline.
We’ve redesigned the Fire TV UI to be cleaner, faster, and better organized—helping customers spend less time searching and more time watching.
We’ve seen recent research from Gracenote that customers in the U.S. spend 12 minutes on average searching for what to watch, up from 10.5 minutes in 2023. We designed the new Fire TV experience to help cut down on that time. Now it’s faster and easier to find movies, TV shows, sports, news, and live content across all your subscriptions. That means when you browse movies, for example, you’ll see titles from all the apps you use.
The new UI has a more modern design with improved layouts, rounded corners, redesigned color gradients, updated typography, and more optimized spacing. The update isn’t just aesthetic: The team rebuilt the underlying code to make the experience faster. In some cases, we’re seeing up to 20–30% gains in speed when using the new UI. All of these improvements will be available to customers with a free software update.
With the redesign, we’re also increasing the number of apps you can pin to your home screen from six to 20. But the Fire TV experience is much more than just an app launcher. Now you can press the Menu button on your remote to quickly get to Games, Art & Photos, and the Ambient Experience. And with Amazon Photos on Fire TV, it’s easy to connect your personal photos so they show up beautifully on the biggest screen in your home.
