Amazon Fire TV has updated its user interface, the most drastic overhaul of its UX design since the media player’s inception.
The redesign improves personalization, content discovery and voice navigation. It also adds the icons of a user’s favorite streaming apps to the Fire TV navigation bar, and reduces time and hassle of searches.
The updated interface will reach all Fire TV Stick 3rd generation and Fire TV Stick Lite devices globally in the coming weeks including the U.S., Mexico, Brazil, India, Japan and across Europe.
The company says it now has 50 million monthly active users on its devices around the world, marking a 25% increase in reach since January. That compares to the Roku with 46 million active accounts globally. No word on how many Apple TV accounts are active, but as of mid-2019 over 53 million Apple TVs had been sold worldwide.
Whether Amazon will offer a similar drastic overhaul to its Amazon Prime Video app, a service often criticised for its interface and in need of a UX revamp, no word as yet.
