We’ve been testing Amazon Fire TVs, from brands such as Insignia and Toshiba, for several years, and they’ve generally performed well, if not great, in our TV tests. But starting next month, you’ll be able to buy Amazon-branded Fire TV models that the company claims are being built by the company itself.
A big reason for the departure, the company says, is that by building its own sets, it can offer a better Fire TV experience that utilizes the company’s Alexa voice assistant.
“We’ve reimagined what a TV can do by building it with two of our most popular experiences at the core—the intelligent always-available power of far-field Alexa, and Fire TV’s content-forward approach to entertainment,” Daniel Rausch, Amazon’s vice president of entertainment devices and services, said in a statement.
There will be two new TV lines. The 4-Series Fire TV sets, offered in 43-, 50-, and 55-inch screen sizes, are positioned as a lower-priced entry-level line. Prices range from $370 to $520. All are 4K sets that support the HDR10 and HLG high dynamic range formats.