PJ McDonnell/Shutterstock Amazon Fire TV is dead. Long live Amazon Ember. Well, technically. Amazon unveiled the new branding in a blog post while announcing the Ember Artline lifestyle TV series. Artline is meant to be a competitor to Samsung's The Frame series, and other artistic displays that show off realistic artwork. First mentioned during CES 2026, Ember will effectively now include all Amazon smart TVs under the same umbrella, which you should soon see at retailers with the new name. But Fire TV isn't actually going away completely as this name will continue to be used for the operating system on Amazon's smart devices. If that's confusing, the best way to explain it is that Ember will now be the name for all physical televisions from Amazon. Instead of Fire TVs they will now be Ember TVs. However, they will be running the Fire TV OS, Amazon's smart ecosystem. What this is primarily intended for is to help differentiate Amazon-specific TVs from other brands and unify the technology.…