Amazon has rebranded its line of Fire TVs as Ember TVs, and Ember TV’s latest entry, Samsung Frame rival Artline, is set to launch in the coming weeks.
Amazon launched several new Fire TVs last year, including new versions of the Amazon Fire TV Omni QLED, Amazon Fire TV series 4, and Amazon Fire TV series 2. These TVs will be renamed Ember TV. So expect the names to read like Amazon Ember QLED, Amazon Ember 4-series, etc.
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So, let’s move on to the next news: Amazon Ember Artline TV is the company’s version of the Samsung Frame. While the Samsung Frame may not offer the picture quality and features of the best TVs, its Art Mode, where artwork is displayed on standby instead of a black screen, is extremely popular. 2,000 works of art will be available at no additional cost. There’s also a ‘Match The Room’ feature that uses AI to find a piece of art that matches the TV’s surroundings.
First impressions of Artline
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We recently saw Artline for the first time in person and the results were… mixed. It was by no means an extensive preview, but they did show us a scene from Prime Video. the boys and the first thing we noticed was that the matte screen was too bright, which caused the demo scene to be very hard to see.
The art itself, however, looked very nice. We also saw the Artline with a brown wood designer frame (one of 10 colours) which again looked great, made even better with the included almost flush wall mount that fits neatly and snugly against the wall. There’s a thick black section under the frame which takes away from the elegance a bit, but it houses the Omnisense sensor, where the TV turns on and off when motion is detected in the room.
The big topic of conversation is the price. At $1,099/£1,199 for the 65-inch model, this is significantly more expensive than a well-specced mini-LED like the TCL QM7K/C7K, which costs $799/£749 at the time of writing. These feature features of the best gaming TVs, such as 4K 144Hz support and a mini-LED backlight for brighter images, with more vibrant colors and more refined contrast.
Artline is not alone in this, however, as these increasingly affordable mini-LED TVs make them a very tempting offer, especially given their features and performance. While our first impressions of the Artline were mixed, we’ll reserve full judgment when we try it out. Still, the Art TV market is getting even more crowded with TCL, Hisense and now Amazon all taking aim at Samsung.
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