At the large European tech commerce present, IFA 2019, Amazon as we speak introduced greater than 20 new Fire TV-branded gadgets, together with a next-generation Fire TV Cube, Fire TV Edition soundbar from Anker — its first foray into Fire TV Edition audio merchandise — and 15 new Fire TV Edition merchandise, together with the primary OLED Fire TV Edition sensible TVs.
The announcement represents a big enlargement of Amazon’s Fire TV {hardware} line and integrations at a time when Roku has gained a lead over Amazon within the U.S., by way of connected-TV market share, whereas Fire TV has been claiming the highest spot in some European markets and a world lead over Roku.
The firm as we speak stated its Fire TV gadgets now have greater than 37 million month-to-month lively customers globally, which is forward of the 30.5 million Roku reported in Q2. Both corporations provide merchandise that could be utilized by multiple particular person in a family, in fact, however every family solely will get counted as one person (or account) so long as they’ve streamed by the platform previously month. It’s a comparatively truthful comparability, in different phrases.
Of the brand new gadgets, the brand new Fire TV Cube is without doubt one of the extra attention-grabbing additions to the lineup because it represents the second era, and an enormous improve, over the prevailing product. The gadget gives a hands-free Fire TV expertise, and has develop into the testing floor for a lot of Fire TV software program enhancements earlier than they roll out to the broader product lineup.

The up to date Fire TV Cube now features a quicker, “hexa-core” processor that’s twice as highly effective because the one which shipped within the first-generation gadget. It supplies “instant access” to Dolby Vision and 4K Ultra HD content material, Amazon claims, at as much as 60 frames per second. The new Cube additionally contains on-device processing with Local Voice Control, which helps you to extra rapidly execute a few of your frequent voice instructions like “Alexa, go home,” or “Alexa, scroll right,” for instance. These instructions will now execute as much as 4 occasions quicker, says Amazon.
The Fire TV Cube can even ship with far-field voice recognition capabilities with 8 microphones and know-how that helps suppress noise, reverberation, content material presently taking part in and even competing speech so Alexa higher hears your voice instructions even when the TV is on in a room full of individuals.
Customers will have the ability to management their appropriate TV, soundbar, A/V receiver, cable or satellite tv for pc field, in addition to different sensible residence gadgets by means of the gadget’s assist of multi-directional infrared know-how, cloud-based protocols and HDMI CEC, mixed with Alexa. 
“Fire TV Cube was the first hands-free streaming media player powered by Alexa, and since launching last year we have gathered a wealth of feedback from customers about how they use voice in the living room,” stated Marc Whitten, vp of Amazon Fire TV, in an announcement. “Over the past year, we have continued to expand and advance the Fire TV Cube experience based on this feedback with dozens of new features including Multi-Room Music, Follow-Up Mode, and Alexa Communications. These key learnings carried over and guided the development of the second-generation Fire TV Cube, and we are excited to introduce this new-and-improved experience to customers around the world,” he stated.
The new Fire TV Cube is on the market for pre-order within the U.S. for $119.99, in Canada for $149.99, the United Kingdom for £109.99, Germany for €119.99 and Japan for ¥14980. It ships on October 10 in all markets besides Japan, the place it ships on November 5, as a substitute. And it will likely be bought in a package deal with Ring Video Doorbell 2 for $249.99 (or $69 off).

Amazon’s Fire TV Edition lineup is increasing, too. This is the licensed model of the Fire TV OS out there to different producers to be used in their very own merchandise.
The firm introduced greater than 15 new merchandise from manufacturers together with Skyworth, Arcelik, TPV, Compal and others.
In partnership with Dixons Carphone, Amazon is teaming as much as launch JVC – Fire TV Edition Smart 4K Ultra HD HDR LED TVs, that are the primary Fire TV Edition merchandise within the U.Okay. They’ll be bought by Currys PC World and on-line at Amazon.co.uk and are priced at £349 and up.
With IMTRON, an organization of MediaMarktSaturn Retail Group, Amazon is launching a lineup of Fire TV Edition sensible TVs beneath the non-public label okay. These might be out there in Germany and Austria, as will the 11 Fire TV Edition sensible TVs from Grundig, together with the primary OLED Fire TV Edition tv (out there in 55” and 65” fashions, beginning at €1,299.99 for hands-free; or beginning at €1,199.99 if not; pictured beneath). 

Other extra reasonably priced Grundig Fire TV Edition merchandise might be bought on Amazon.de in 32″, 40″, 43″, 49″, 55″ and 65″ variations, beginning at €239.99. They’ll additionally come to retailers, together with MediaMarkt, Saturn, Euronics, Expert, EP:, Medimax and others.
In the U.S., Amazon and Best Buy introduced the primary 65-inch Toshiba – Fire TV Edition sensible TV with Dolby Vision, which might be out there for patrons within the United States subsequent month for $599.
Finally, following Roku’s lead into residence audio, Amazon additionally introduced the primary enlargement of Fire TV Edition past the TV itself with the launch of the Nebula Soundbar from Anker. (Roku additionally as we speak launched its personal wi-fi soundbar).
The new gadget helps 4K Ultra HD, a unified sensible TV person interface, near-field Alexa voice management, Dolby Vision pass-through and extra. It additionally could be added to a multi-room speaker group by the Alexa app, and comes with a 90-day trial to Amazon Music Unlimited. 

It’s out there for pre-order as we speak for $229.99 within the United States, $269.99 in Canada, £179.99 within the United Kingdom, and €209.99 in Germany. It will start delivery on November 21.
The enlargement of Fire TV Edition-branded merchandise can be meant to problem Roku on the success of its Roku TV-branded tv units, that are equally manufactured by companions however run the Roku OS.
In the U.S., Roku OS is the No. 1 licensed TV OS within the U.S. and now powers greater than 1 in 3 sensible TVs. Amazon as we speak is clearly answering that problem by specializing in the worldwide markets with a set of recent companions for Fire TV Edition.
 

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