Amazon Fire TV’s new interface is now rolling out in the US

Amazon is rolling out a new user interface for its Fire TV streaming devices, designed to put more emphasis on content while simplifying navigation. The update, initially available to Fire TV owners in the U.S., marks the first major redesign of the Fire TV in years.

The changes come after the explosion of streaming content has made it harder for viewers to keep track of what’s available — and where — pushing platforms like Fire TV to function more as discovery hubs than simply as launchers for streaming apps.

Amazon first previewed the new look at the Consumer Electronics Show in Las Vegas in January, unveiling an interface designed to make Fire TV feel less cluttered. The redesign includes rounded corners, varied gradients, more consistent typography, and increased spacing between content. It also provides additional space for pinned apps.

Previously, Fire TV users could pin only six apps to the home screen. With smaller app icons, the update increases the number of app slots to 20, making room for services such as Netflix, Disney+, YouTube, Prime Video, Hulu, HBO Max, and other major streaming apps.

The navigation bar at the top of the screen has also been simplified to categories represented by icons: Movies, TV, Live TV, Sports, and News. The search button is positioned on the left side of the Home tab for easier access.

Inside these tabs, Fire TV highlights what you’re already watching and offers additional recommendations pulled from the services you subscribe to, arranged in rows labelled “For You.” The interface also spotlights free movies, top movies and shows, and other paid titles you might want to watch.

The Live TV tab brings together access to live content available across streaming subscriptions, along with broadcast or cable TV if you have a subscription or use an antenna.

Less commonly used features have been moved into a three-line “hamburger” menu on the left. These include Games, Art & Photos, the Appstore, Music Video & Audio, a universal watchlist called “My Stuff,” Settings, and other options.

Amazon’s AI assistant Alexa+ is also integrated into the redesigned interface, enabling users to ask questions on nearly any topic — not only movies and television. Questions can be asked in natural language, and Fire TV owners can refine queries or ask follow-up questions conversationally. Alexa+ can also interact with what’s on screen. For example, you could select a movie tile and say, “Tell me more about that one.” Users can also issue more nuanced prompts, such as “Find me more movies that have the same look.”

Amazon recently said Alexa+ is available as an included benefit for Prime subscribers, while other users can pay separately for access.

The updated user interface is launching first on the Fire TV Stick 4K Plus, Fire TV Stick 4K Max (2nd Gen), and the Fire TV Omni Mini-LED Series in the U.S. This spring, Amazon plans to roll the interface out to more countries and devices, including the latest generation of Fire TV 4K streaming players and TVs such as the Fire TV 2-Series, Fire TV 4-Series, and Fire TV Omni QLED Series, as well as TVs made by partners including Hisense, Insignia, Panasonic, and TCL.

The update is also available on the new Amazon Ember Artline, a television lineup that displays artwork and makes the screen look like a framed piece of art when the TV is not in use.