Amazon has unveiled its new Ember Artline smart TV, a lifestyle-oriented model that doubles as a virtual art gallery, just weeks ahead of the FIFA World Cup 2026. To celebrate the launch, the retail giant is offering discounts of up to £320 on both available sizes, with the 55-inch model now priced at £719.99 (down from £949.99) and the 65-inch model at £879.99 (down from £1,199.99). These promotional prices are valid until 11:59 PM on Wednesday, May 20.
Art Meets Technology
The Ember Artline is designed to seamlessly blend into any living space, featuring a striking frame-like appearance that mimics a framed artwork. It directly competes with Samsung's The Frame series. Available in ten frame colour options, the TV can switch effortlessly between a full entertainment hub and a virtual gallery showcasing over 2,000 pieces of complimentary artwork, ranging from impressionist masterpieces by Monet to contemporary street art, murals, and photography. A 'Match the Room' function uses AI to select artwork that complements the TV's surroundings, or users can display their own personal photographs.
World Cup Ready Performance
For sports enthusiasts, the Ember Artline delivers a 4K QLED display with Dolby Vision and HDR10+ support, ensuring razor-sharp image quality for watching the World Cup. It also features Dolby Atmos sound for an immersive audio experience. The TV runs on Fire TV's latest user interface, providing quick access to streaming services such as Netflix, Prime Video, Disney+, and free-to-air channels like BBC iPlayer, ITVX, and YouTube. Note that some content requires paid subscriptions, though the World Cup will be broadcast free-to-air on BBC and ITV.
Enhanced Performance and Smart Features
Thanks to a quad-core processor, the Artline opens apps more rapidly than previous models and supports smooth streaming and gaming via Wi-Fi 6 compatibility. Buyers also gain access to Amazon's latest Alexa+ assistant, enabling voice control for TV functions and content search. Following an 'Early Access' promotional period, Alexa+ will be free with an Amazon Prime membership or available for £19.99 per month for non-members.
Pricing and Competition
The Ember Artline is priced slightly higher than Samsung's competing The Frame, which starts at £699 for the 43-inch QLED 4K Vision AI model. However, larger Samsung models can reach up to £3,999 for the 85-inch The Frame Pro. Meanwhile, Sky is offering 20% off its Sky Glass collection in a rival pre-World Cup sale, with the slim Sky Glass Air starting at £4.50 per month (plus a Sky TV package from £15 per month).
Early Impressions from Tech Experts
As a newly launched product, the Ember Artline has not yet received customer reviews on Amazon. However, tech experts at The Shortcut praised it, noting its matte finish that effectively hides glare even in direct sunlight, and its bright, colourful 4K QLED screen. They highlighted the AI-curated art feature and excellent picture quality with vibrant colours and deep blacks. One downside mentioned is the lack of a filmmaker or professional mode. The reviewer also appreciated the ability to ask Alexa+ to move a show or sports game to another TV in the home, allowing seamless viewing across rooms.
