Lifestyle TVs are no longer a niche. What started with Samsung’s The Frame and was later complemented by similar approaches from LG (The Gallery) has now become a mainstream category. At CES 2026, Amazon officially enters the segment with the Ember Artline, its first lifestyle smart TV.
CES 2026: Amazon Frames the TV
With the Ember Artline, Amazon follows a well-established formula. Like Samsung and LG, the new TV is designed not to look like a screen when turned off. Instead, it blends into the living environment by displaying photos or artwork – turning idle time into visual presence.
The Ember Artline is based on a UHD QLED panel with a 3.9 cm thin bezel and a matte display surface designed to minimize reflections in all lighting conditions. Ten magnetic frame options allow users to adapt the device to different interior styles. One frame is included; additional ones are sold separately.
From marketplace to media and service provider
Amazon’s strategic trajectory is becoming increasingly obvious. Over the past years, the company has consistently expanded beyond its role as a retailer. The Amazon Stick device have found their way into professional environments as simple digital signage players for basic use cases. The acquisition and repositioning of the Vizio TV brand strengthened Amazon’s position in retail media and advertising-driven TV platforms. And now, with Ember Artline, Amazon enters the living space in a more emotional, design-oriented way.
The Ambient TV function, powered by Omnisense technology, automatically activates when someone enters the room and turns off when it is empty. Far-field microphones with Alexa support are integrated into the device, reinforcing Amazon’s voice-first interaction model.
Available in 55” and 65” sizes from spring 2026, prices start at just under €1,000,
