Voice activated Zoom calls and USB webcam support will also compete directly with similar Google Duo functions offered on Google TV models. The bargain-bin pricing is what makes Fire TVs top sellers, not the feature set.īut the new models have fleshed things out with far-field microphones for hands-free voice control, and deeper integration with Amazon-owned smart home brands, like Ring, will put the new Fire TVs more firmly at the center of the connected home. Sure, Fire TV has some solid smart features, but that hasn't always been the primary selling point for these TVs. It would also pose a real challenge to competitors, particularly Google and Roku, who have had leading positions for third-party TV software.Īmazon has always taken a piece of this pie, thanks almost entirely to the extreme affordability of its Fire TVs, which are frequently the headliners among steeply discounted TVs during sales like Black Friday and Amazon Prime Day. and a bigger change for smart TVsĪn ascendant Amazon-powered smart TV line from the online shopping giant wouldn't just be a way for Amazon to make more money. But I, for one, am glad to see Amazon stepping up its smart TV game.
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Whether the new Fire TV 4-Series and Omni Series models help cement that confidence in the minds of the buying public has yet to be seen. The new prices on Amazon's Omni TVs in particular reflect a growing confidence in Fire TV as a brand, and in the public's estimation of Fire-powered TVs. And that's not just a matter of priming and anchoring, there's a clear correlation between the price band a TV falls into and the level of features, performance and construction you can expect from a TV.
But for most shoppers, price is a pretty clear indicator of product quality. Obviously, there is a strong contingent of shoppers who want lower prices, no matter what the product offers. With the improved hardware comes higher prices, which is a two-way street when it comes to tech products. These are big gaps to fill if Amazon wants to be competitive against the recently revamped Google TV, which has rapidly become one of the best smart TV operating systems out there. New smart features integrated Amazon-owned products like Ring video doorbell cameras and Alexa skills for all sorts of smart home devices. Regardless of who is making the new sets, Amazon has taken some important steps toward making Fire TV a serious player in the smart TV space.
As to whether they were making some of Amazon's new Fire TVs, they couldn't say, but did say that "our business operates with confidentiality agreements that prohibit us from revealing those brand names." Take that as you will. "It is common for TCL to provide both components and assembly for our branded TV competitors," said one TCL representative.
When I reached out to TCL to get a comment about the new TVs, they couldn't tell me much. Not only that, but if rumors are to be believed, some of these sets are actually being manufactured by TCL – the biggest suggestion I made to Amazon back then. (Check out Toshiba Fire TV vs Insignia Fire TV: Which sub-$500 smart TV wins? to see the latest models compared side-by-side.) The Fire TV interface has gotten a much-needed update, and has made some policy changes around advertising that may actually temper the retail giant's tendency toward aggressive ads.Īnd, at long last, Amazon is coming out with its own, Amazon-branded TVs, with better construction and improved features. It has stepped up the quality of sets from Insignia and Toshiba. Well, it only took a couple of years, but it seems like Amazon is finally following some of my advice. I actually said "If I were Amazon, I would be begging TCL to make the next Fire Edition TV." Did Amazon just follow my Fire TV advice? I had a list of complaints, but one particular bit of advice was to get better hardware manufacturers.
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