Amazon is taking direct aim at Samsung’s popular “TV that looks like art” concept with a new lineup designed to deliver the same gallery-inspired vibe for less. Introduced at CES 2026, Amazon’s Ember Artline series is positioned as a more affordable alternative to Samsung’s The Frame, a model known for its stylish, wall-friendly look and premium pricing that often pushes well above the $1,000 mark in larger sizes.
Now, Amazon has confirmed exactly when buyers can get their hands on the first two Ember Artline models. The 55-inch and 65-inch versions go on sale starting April 22 in the United States and Canada. Shoppers in the United Kingdom and Germany won’t have to wait too long either, with sales beginning May 7. Pre-orders are already available.
Pricing is clearly a major part of Amazon’s strategy. The 55-inch Ember Artline is set at $900, while the 65-inch model comes in at $1,100. To put that into perspective, Samsung’s The Frame may start at around $800, but that entry price is for a much smaller 32-inch screen. Larger The Frame sizes climb quickly, with the 55-inch commonly listed around $1,100 and the 65-inch around $1,498 (though retail discounts can bring them down). There’s also a higher-end “Pro” tier in Samsung’s lineup starting at 65 inches with a price that can exceed $2,000.
Beyond price, Amazon is also leaning on specs and features that matter to everyday TV shoppers who want premium picture quality without paying luxury-TV money. Ember Artline models are 4K QLED televisions with a matte anti-glare finish aimed at reducing reflections—an important detail for a “display art all day” style TV. They support HDR10, HLG, HDR10+ Adaptive, and Dolby Vision, and run at a 60Hz refresh rate.
Connectivity is solid for modern living rooms. You get three HDMI 2.0 ports plus one HDMI 2.1 port with eARC, a USB 3.0 port, Wi‑Fi 6, Ethernet, and a digital optical audio output. Audio is handled by two 10W speakers. Both sizes support VESA mounting, reinforcing the wall-hung, frame-like setup that this category is built around.
Design customization is another big selling point. The outer frames attach magnetically, and Amazon is offering a wide range of color and finish options, including walnut, matte white, teak, ash, black oak, fig, midnight blue, pale gold, graphite, and silver. For shoppers trying to match furniture, wall color, or decor style, that variety could be a deciding factor.
Where Amazon tries to separate itself is the software experience and the art ecosystem. Ember Artline runs on an updated Fire TV (Fire OS) and includes Alexa+ features built in. Amazon is also bundling a collection of more than 2,000 curated art pieces at no extra cost. That stands out in a category where “art mode” often comes with ongoing fees or limited free selections. For comparison, Samsung provides a small rotating set of free artwork each month, with more available through a paid art subscription.
Amazon is also adding an AI-powered feature called Match the Room. The idea is simple: users can snap photos of their space, and the TV will suggest artwork from Amazon’s collection that fits the room’s colors and overall style. For anyone buying a frame-style TV primarily for aesthetics, this kind of personalization could make the art display feel less like a gimmick and more like an extension of the room.
With Ember Artline, Amazon isn’t just releasing another QLED TV—it’s going after a growing niche where design matters as much as picture quality. If it delivers on the promise of a premium “art TV” experience at a lower price, it could become a serious option for shoppers who love the look of The Frame but want a more budget-friendly way to bring that gallery feel into their home.
