Amazon has launched its new Ember Artline smart TV, which can be transformed into an art gallery displaying 2,000 works of art, and it’s available with a discount of up to £320 off both models in the range ahead of the FIFA World Cup 2026
Amazon has unveiled a new addition to its smart TV lineup with the FIFA World Cup now just weeks away. The retail behemoth has rebranded its flagship Fire TV collection alongside the debut of its ‘first lifestyle’ model, the Amazon Ember Artline.
To mark the launch, Amazon is offering discounts of up to £320 on both models in the new Artline range, with the 55″ model now £719.99, was £949.99, and the 65″ model now £879.99 (was £1,199.99). The offers end soon, though, with Amazon setting a deadline of 11.59pm on Wednesday (May 20).
As well as delivering 4K QLED picture quality and Dolby Atmos sound — perfect for this summer’s World Cup — the Ember Artline is designed to blend seamlessly into any living space, thanks to its striking appearance that mimics a framed work of art. It competes directly with Samsung’s The Frame, a collection of similarly styled 4K and QLED smart TVs designed to look like an art canvas.
Available in a choice of 10 frame colours to suit any décor, Amazon’s Ember Artline switches effortlessly from a TV and entertainment hub into a virtual art gallery capable of displaying 2,000 pieces of complimentary artwork. These span from impressionist masterpieces by the likes of Monet through to contemporary street art, murals and photography. It also boasts a ‘Match the Room’ function that utilises AI technology to choose artwork that suits the TV’s surroundings, or alternatively allows users to display personal photographs. When viewing TV content, the Ember Artline provides a 4K QLED display with Dolby Vision and HDR10+, enabling football supporters to watch the World Cup with razor-sharp image quality, according to the Daily Record.
It operates on Fire TV’s latest user interface, providing easy access to an extensive library of titles on streaming services such as Netflix, Prime Video and Disney+, plus free-to-air channels including BBC iPlayer, ITVX and YouTube. It’s important to note that paid subscriptions will be required to watch certain content, though the World Cup will once again be broadcast free-to-air on BBC and ITV.
The Artline also opens apps more rapidly than earlier versions, thanks to its quad-core processor, and provides smooth streaming and gaming through Wi-Fi 6 compatibility. Purchasers will also receive access to Amazon’s latest Alexa+ assistant, allowing them to control the TV and search for content using voice commands.
Get Amazon’s 55″ Ember Artline TV in time for the World Cup
Amazon has unveiled its new Ember Artline TV ahead of the World Cup and is knocking £230 off the 55″ model.
Following an ‘Early Access’ promotional window, Alexa+ will be provided free with an Amazon Prime membership or £19.99 monthly for non-members. Amazon’s Ember Artline is priced marginally higher than Samsung’s competing model, The Frame, which retails at £699 for the 43″ The Frame QLED 4K Vision AI Smart TV.
However, these models can climb to a staggering £3,999 for the largest and most recent 85″ The Frame Pro 4K Vision AI Smart TV. Meanwhile, Sky is offering 20% off its own Sky Glass collection in a rival pre-World Cup sale, with the slim Sky Glass Air now beginning at £4.50 monthly, although customers must also combine this with a Sky TV package from £15 per month.
As a newly launched product, the Ember Artline hasn’t yet received any customer reviews on Amazon, but tech experts at The Shortcut said it made a strong impression ‘from the get-go’.
“The Amazon Ember Artline TV impressed me from the get-go with its matte finish that hid glare even in direct sunlight on its display,” they said. “It also helps that the TV has a bright and colourful 4K QLED screen that shines through even direct sunlight.
“Choosing between over 2,000 art pieces is a lot, and if you’re unsure of what will work best for your living space, you can have AI curate art and photos to match your decor. Beyond showing artwork, Ember Artline delivers great picture quality.
“Colours look vibrant, and contrast delivers smoky blacks. The TV also supports both Dolby Vision and HDR10+ to make the most of the headache of calibrating your TV out of the equation.”
One downside of the Ember Artline was also highlighted, with the reviewer noting that the TV lacks a filmmaker or professional mode. Despite this, the praise kept coming, as they went on to say: “The Ember Artline also has another impressive trick where I can simply ask Alexa+ to move a show or sports game I’m watching to another TV anywhere in my home.
“It’s a fantastic feature if you want to continue watching a movie and move it to the kitchen while you wash dishes, and then back to the living room once you’re done.”
