At CES 2026, Amazon has revealed its branded TVs will now be called “Ember,” and its first model, the Ember Artline TV, will take on Samsung’s Frame TV.

The Ember Artline is a 4K QLED TV which features support for Dolby Vision and HDR10+, plus it sports a matte screen designed to reduce glare in most lighting conditions.  It will be available in 55-inch and 65-inch sizes.

The television is 1.5-inch thick and allows users to add one of 10 magnetic frames. The Artline’s frame is not seamless though, due to the bottom section housing the company’s far-field Alexa microphones and ambient Omnisense sensor. Omnisense is designed to detect when users are in the room and display artwork automatically.

The company says that users can also take pictures of the room where the TV will go and Amazon’s AI will suggest artwork from more than 2,000 pieces of free art.

The TV will feature the company’s new Fire TV UI which promises a cleaner look and faster load times than before.

In 2026, almost every manufacturer now has a Frame TV competitor, and this includes LG and its new Gallery TV and it will be interesting to see how the new Ember competes. 

Pricing and availability are yet to be announced.