Amazon expands Fire TV range with more QLED models, entry-level 2 series and new markets

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By Webdesk


As competition between smart TV makers heats up, Amazon is today introducing an expanded Fire TV lineup, which now includes more sizes for its premium Omni QLED lineup, as well as a new, lower-priced Fire TV 2 lineup that starts at $199. 99. The company is also taking its TVs to new markets globally, updating a number of features – such as the Omni QLED’s “ambient” mode – and will roll out its Luna cloud gaming service to countries outside the US for the first time.

Amazon first announced its Omni QLED TVs last fall as a way to offer customers better picture quality with a 4K QLED display. The sets, which initially shipped in 65-inch ($799.99) and 75-inch ($1,099.99) sizes, were the first Amazon Fire TVs to ship with Dolby Vision IQ. They also support HDR 10+ Adaptive and Adaptive Brightness, which adjust the brightness and contrast of the image based on the brightness of the room.

Now the company is expanding its QLED lineup with three new models starting at $449.99, in 43-inch, 50-inch and 55-inch sizes. Like their larger counterparts, these will still feature QLED screens with up to 96 dimming zones and the sensor-driven “Ambient Experience” features.

The TVs come with a bespoke sensor package on the front that includes a occupancy sensor that allows the TV to turn on or off its “Ambient Experience” based on whether someone has entered or left the room, thanks to an ambient light sensor that helps the TV sense the context understand the movement. That is, if you’ve just walked past the TV to grab a midnight snack, it might stay off, but if you walk into the room in the morning, it might load up the ambient experience to help you start your day.

The experience includes a free clip art and photography pack and several Alexa widgets that can be compressed or expanded, with things like news and headlines, your calendar, notes and reminders, streaming recommendations, and more.

Now Amazon says the experience will also be updated with new art. Specifically, it adds something it calls “dynamic art,” or art that adapts to the current environment. The art will change based on factors such as the time of day, temperature, weather, and more. Initially, Amazon is teaming up with contemporary artist Samuel Stubblefield to create the dynamic art pack.

“We want to make smart TVs that are really smart. That means things like bringing content together usefully… but we also want them to be beautiful and useful during more parts of the day and infused with environmental intelligence to make them more powerful for customers,” said Daniel Rausch, VP of Entertainment Devices & Services at Amazon, discussing the new Fire TV products.

Image Credits: Amazon (Fire TV Omni QLED Series)

These newly added QLED models are available for pre-order starting today and will ship on May 11. The 43″ costs $449.99; the 50″ costs $529.99; and the 55″ costs $599.99.

Amazon is also now introducing a new line of more affordable Fire TVs called the Fire TV 2-Series, which fits under the existing QLED and 4-Series. These come in two models to start with: 32-inch ($199.99) and 40-inch ($249.99 (HD options. The 2 Series lineup supports HDR 10, HLG and Dolby Digital Audio and comes with an Alexa Voice remote control.

Image Credits: Amazon (Fire TV 2 Series)

These models can be ordered now and will ship today.

In addition, Amazon says it will now start shipping its Omni QLED series, 4 series and new 2 series in the UK, Germany and Mexico for the first time.

Rausch says the company has now sold more than 200 million Fire TV devices worldwide, including TVs and media players, and has shipped more than 260 Fire TV models with its partners, such as TCL, Hisense, Yamada, Xiaomi and others. As TV sets themselves become more powerful, many consumers are now choosing to buy a TV with Fire TV built-in rather than as an add-on to streaming players. This has led to TVs becoming the fastest growing part of the Fire TV business, he notes.

Image Credits: Amazon (Luna)

In addition to the TV expansion, the company will also bring its Luna cloud gaming service to new markets outside the US for the first time.

Designed to work with Fire TV, Luna offers Prime customers a rotating selection of monthly games that can be streamed and played using a Bluetooth controller like Amazon’s Luna Controller, or even a smartphone via a companion app.

Luna customers can optionally choose to subscribe to premium packages, such as Luna+, Ubisoft+ and Jackbox Games. Luna+ includes a wide selection of games such as action, adventure, platformer, indie, shooter, racing and classic games for $9.99 per month. The Ubisoft+ subscription, meanwhile, offers top titles and fan favorites like Assassin’s Creed and Far Cry for $17.99 per month. And Jackbox Games offers a party gaming set for $4.99 per month.

The service has been generally available in the US for over a year and is now coming to the UK, Germany and Canada, Amazon says, allowing it to reach some of the new Fire TV markets.

Amazon isn’t alone in targeting consumers with proprietary operating system TVs — rival Roku unveiled its very first TVs designed and built by the company in January. But neither effort is meant to stop the companies from working with partners – it’s more a way to demonstrate what’s possible with the company’s proprietary software and specs, while generating additional revenue from sales of hardware.



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