Amazon Touts Alexa Integration, Dolby Tech in First Private-Labeled TVs
After reports last week signaling the debut of the first “Amazon-built” TVs (see 2109030041), Amazon unveiled the inaugural Amazon Fire TV family Thursday, including flagship 65- and 75-inch models with Dolby Vision.
Sign up for a free preview to unlock the rest of this article
If your job depends on informed compliance, you need International Trade Today. Delivered every business day and available any time online, only International Trade Today helps you stay current on the increasingly complex international trade regulatory environment.
Amazon plans two 4K series in the 2021 lineup -- Omni and 4-Series -- with an Oct. 27 release date, exclusively at Amazon and Best Buy. The 50-inch models are available at a $110 discount during the “introductory period," bringing prices to $399 for the Omni and $359 for the 4-Series, said the company. Amazon and Best Buy inked a multiyear deal three years ago (see 1804180002) to sell Insignia- and Toshiba-branded Fire TV Edition smart TVs at Best Buy and a Best Buy third-party store on Amazon.
Amazon highlighted the Omni series sets’ hands-free Alexa voice control via built-in mics. “Just ask to turn on the TV, and find, launch and control content” without a remote, said the Amazon website. A switch is included to “electronically disconnect” the mics for privacy. The 4-Series TVs come with a Fire TV voice remote, and users press a button to search for content by voice. New Alexa features coming this fall will allow users to get recommendations via Alexa Conversations for Fire TV, offer a direct link by voice to Netflix for suggestions, and jump to TikTok via a "play" voice command. Alexa will also be able to integrate with Prime Video, allowing users to ask Alexa questions about Prime Video content, such as an actor's name.
Prices start at $369 for the 4-Series 43-inch model. After the $469 50-inch model, the line tops out at the 55-incher, priced at $519. TVs in the series have HDR 10 and hybrid log gamma HDR and Dolby Digital Plus sound. The five models in the Omni series -- 43- ($409), 50- ($509), 55- ($559), 65- ($829) and 75-inch ($1,099) -- add Dolby Vision HDR. Both series come with three HDMI inputs, including an enhanced audio return channel.
Sources pegged TCL as the manufacturer. A TCL spokesperson emailed that the company is one of the largest vertically integrated manufacturers of televisions globally and builds TVs and other products for many other brands. “It is common for TCL to provide both components and assembly for our branded TV competitors,” she said: “However, the OEM side of our business operates with confidentiality agreements that prohibit us from revealing those brand names or any other details about the business relationships.”
An Amazon spokesperson said the company works with “a variety of suppliers and partners to source and build devices.” Its approach with the design of Fire TV Omni was to “bring together the power of Alexa, with the content-forward approach of Fire TV,” enabling customers to “enjoy powerful voice interactions to control their entertainment experience, smart home, and more."
The TVs were featured on the Amazon.com splash page Thursday, with various Amazon Original movies depicted on screen. The company differentiated the two TV lines by use case: The 4-Series is best for everyday entertainment; the Omni series is best for a “home theater experience,” it said. The TVs come with a one-year warranty and 30-day Amazon return policy.
Amazon also beefed up its Fire TV streaming media stick with new Alexa voice features, 40% more power and a quad-core processor for faster app start-up and navigation. The $54.99 stick supports cloud gaming with Amazon Luna, Dolby Atmos and Vision and Wi-Fi 6. Fire TV Stick 4K Max, due Oct. 7, has Alexa integration and is Energy Star-certified, said the company.