The Amazon Fire TV Stick 4K Max Redesign Is Finally Here to Topple Google TV

The streaming market is bracing for a significant shift as Amazon finally updates its flagship hardware. After half a decade without a major look, this refreshed 4K Max model aims to reclaim its spot at the top of the pile. Google TV may face pressure on its current lead if these hardware changes live up to the hype.

While Amazon is a rare no-show at CES 2026, the firm hasn't been resting, with multiple thrilling enhancements set to arrive soon.

Following the debut of its 'lifestyle TV,' the Amazon Ember Artline, the firm shared a major update regarding Fire TV: a total software overhaul is arriving after five years – and it is clearly designed to challenge Google TV for supremacy.

A Cleaner Look: Why the Five-Year Wait Was Worth It

Debuting this February for American users of the Fire TV Stick 4K Plus, 4K Max (2nd Gen) and Omni Mini-LED Series, the refreshed aesthetic is contemporary, offering fluid transitions and refined visual tweaks alongside a simpler user experience. Additionally, the system introduces an entirely new menu bar with dedicated areas for films, television series, and other media, though these changes are merely the beginning.

Amazon's official announcement paints the update as 'cleaner, faster, and better organised,' so film fans can get straight to the action rather than getting lost in menus. This transformation tackles the classic problem of endless scrolling by merging your films, programmes, sports and live feeds from across various platforms into a single, cohesive dashboard.

It is a promising step forward, especially with the new customisation features Amazon has tucked away. For a long time, Fire TV owners could only keep six apps on their main dashboard, but that cap has now jumped to a generous 20, meaning you can house all your streaming platforms in one spot and skip the annoying process of scrolling forever to launch an app.

Just as the Ember Artline brings a more decorative touch to the home, Amazon is bringing that same 'lifestyle' feel to its streaming sticks. Thanks to the redesign, a simple tap of the 'Menu' button now lets you instantly display personal galleries from Amazon Photos, launch your gaming library, or switch on the Ambient Experience to give your television a more stylish presence when it's not in use.

Rollout Schedule for the New Interface and Hardware

Starting in February, the updated Fire TV UI and app will launch in the US on the Fire TV Stick 4K Plus, 4K Max (2nd Gen), and Omni Mini-LED Series. This rollout is expected to expand later in the spring to include more regions and a larger variety of devices, such as recent 4K streaming sticks and the Fire TV 2-Series, 4-Series, and Omni QLED TVs.

Owners of partner-branded sets from Hisense, Insignia, Panasonic, and TCL can also look forward to the refresh around that time, with the new Amazon Ember Artline supporting the interface right from its release.

Prospective buyers have been able to sign up for stock alerts since 5 January, ahead of the Ember Artline's release in the UK and other major markets later this spring. Available in 55-inch and 65-inch models from $899 (£665.14), the television comes bundled with one of 10 swappable colour frames, allowing you to pick the perfect finish for your living space at no extra cost.