SEATTLE, April 16, 2026, 10:31 (PDT)
Amazon.com opened preorders in the United States and Canada on Wednesday for the Ember Artline, a new television built to hang like framed wall art, with shipments due to start on April 22 and prices from $899.99. The 55-inch and 65-inch sets mark Amazon’s first direct move into the art-TV segment that Samsung’s Frame helped make mainstream.
The move matters now because Amazon is pushing beyond low-cost sticks and partner-made screens into a more design-led part of the living room. It is also using the launch to give Alexa+, its AI assistant, and Fire TV a more premium hardware showcase, as rivals including Hisense and TCL chase the same niche.
Amazon said the Artline uses a matte 4K QLED panel, a quantum-dot LCD screen, and supports Dolby Vision and HDR10+, video formats meant to improve color and contrast. Buyers can choose from 10 snap-on frame colors, and the package includes a wall-mount kit; Amazon also added a “Match the Room” tool that suggests artwork based on photos of the room. Amazon
Amazon is also trying to differentiate on art costs. It said Artline buyers get access to more than 2,000 artworks at no extra charge, while Samsung says The Frame includes more than 370 complimentary pieces a year and that a paid Art Store subscription is needed for full access.
On headline price, though, Amazon is not undercutting Samsung across the board. Samsung’s U.S. site currently lists the 55-inch Frame at $799.99 and the 65-inch model at $1,099.99, putting Amazon’s $899.99 55-inch Artline above Samsung’s base 55-inch set and its 65-inch model level with Samsung’s listed 65-inch price.
Other challengers are already in the field. Hisense says its CanvasTV can hang flat against a wall and switch on when someone is nearby, while TCL markets its NXTFRAME with a matte screen, slim body and decorative frame options. Amazon is entering a crowded category, not creating one.
The launch doubles as a branding clean-up. “Fire TV is, in itself, a user experience,” Emma Gilmartin, Amazon’s director of Fire TV for Europe, told T3, saying the older naming had become confusing as Fire TV spread across partner televisions, streaming sticks and Amazon’s own sets. T3
Amazon paired the launch with a slimmer $34.99 Fire TV Stick HD and its latest Fire TV software refresh, which it says is faster and more stripped back. The company also said premium TVs from partner brands with Fire TV built in will number three times as many this year as in 2025, a sign that Artline is part of a broader hardware push.
But the bet is not without risk. In an early hands-on, TechRadar said the Artline’s matte screen still showed enough glare to make a video demo hard to watch, and noted the set tops out at a 60Hz refresh rate for gaming, a more basic speed than many newer TVs.
Preorders opened on April 15 in the United States and Canada, with U.K. and Germany shipments due to begin on May 7. Amazon shares were little changed in afternoon U.S. trading on Thursday, up less than 0.2%.
