SEATTLE, April 16, 2026, 10:31 (PDT)
Amazon.com kicked off U.S. and Canadian preorders for its Ember Artline TV on Wednesday, aiming to ship starting April 22, with prices beginning at $899.99. Offered in 55-inch and 65-inch models, this marks Amazon’s debut in the art-TV niche popularized by Samsung’s Frame series, designed to hang flat against the wall and double as framed artwork.
Amazon’s latest push shifts focus from budget sticks and partner-built screens to a living room centerpiece with more design flair. The company is also spotlighting Alexa+, its AI assistant, and Fire TV in this higher-end hardware, aiming for a showcase that rivals like Hisense and TCL are targeting too.
Amazon’s Artline features a matte 4K QLED display—essentially a quantum-dot LCD—and comes with Dolby Vision and HDR10+ support for enhanced color and contrast. Shoppers get ten frame colors to pick from, with a wall-mount kit thrown in. There’s also a new “Match the Room” tool, which recommends art based on room photos. Amazon
Amazon is pitching its Artline TVs with a different approach on art costs. The company says customers can view over 2,000 artworks for free. Samsung, on the other hand, offers The Frame buyers more than 370 complimentary pieces per year, but full access requires a paid Art Store subscription.
But looking strictly at sticker price, Amazon isn’t beating Samsung everywhere. Over on Samsung’s U.S. site, the 55-inch Frame is $799.99, while the 65-inch version goes for $1,099.99. That puts Amazon’s 55-inch Artline, at $899.99, above Samsung’s 55-inch Frame, and its 65-inch offering matches Samsung’s current 65-inch price.
Rivals have staked out ground already. Hisense touts its CanvasTV, designed to mount flush to the wall and light up automatically when it detects motion. TCL, on the other hand, pitches the NXTFRAME, emphasizing the matte display, a slim profile, and customizable frames. Amazon isn’t breaking new ground here—it’s just joining the fray.
The move is also a chance to clarify the brand. “Fire TV is, in itself, a user experience,” said Emma Gilmartin, Amazon’s director of Fire TV for Europe, speaking with T3. As Fire TV expanded across streaming sticks, Amazon’s own televisions, and partner devices, the old naming conventions started to get messy. T3
Amazon rolled out the launch alongside a thinner $34.99 Fire TV Stick HD and its updated Fire TV software, touting speed improvements and a more minimal interface. According to the company, partner brands will offer three times as many premium TVs with built-in Fire TV this year compared to 2025—a clear signal that Artline fits into a wider hardware strategy.
Still, there’s risk here. TechRadar, in an early hands-on, flagged that the Artline’s matte display didn’t cut enough glare—watching a video demo was tough. They also pointed out the TV maxes out at a 60Hz refresh rate for gaming, which lags behind the faster speeds now common on newer models.
Preorders kicked off April 15 for customers in the U.S. and Canada. Shipments to the U.K. and Germany are set to follow starting May 7. Amazon shares barely budged Thursday afternoon in U.S. trading, ticking up less than 0.2%.
