Amazon Debuts Biggest Fire TV Redesign in Years, Juicing Ads

The updated interface introduces a new top navigation system that lets users jump directly to categories like movies, TV shows, live content, and sports, pulling recommendations from across the entire Fire TV ecosystem rather than prioritizing a single service.

The home screen also features redesigned rows for personalized recommendations, “continue watching,” and new discovery sections. Users can now pin up to 20 favorite apps to the main interface.

The redesign also reflects a broader expansion of the Fire TV platform. According to Amazon, the company has shipped more than 300 million Fire TV devices globally since launching the product line, with its fastest-growing segment now coming from Fire TV–powered smart televisions rather than streaming sticks.

Beyond the television interface itself, Amazon also refreshed its Fire TV mobile app. Previously used primarily as a remote control, the app now mirrors the TV interface and includes content-discovery features designed to act as a companion experience. It does not yet have ads, although they may arrive in the future, according to Charlotte Maines, director of devices content and advertising at Amazon.

For advertisers, Amazon says the updated experience creates more opportunities to engage viewers during moments of active decision-making.

“We’re laser-focused on driving a great customer experience, which ultimately drives better outcomes for advertisers,” Maines said. “When customers are browsing and deciding what to watch next, that’s a high-intent moment where brands can connect with them.”

Advertising placements are integrated throughout the interface, including areas like the feature rotator and recommendation rows. According to Amazon, these formats are designed to feel additive rather than disruptive to the viewing experience.

Early campaigns suggest the strategy can deliver strong performance. 

Hair growth brand Nutrafol, for example, ran a multi-placement campaign across Fire TV surfaces including the feature rotator and screensaver placements. According to a case study shared with ADWEEK, the effort drove a 58% new-to-brand purchase rate while generating return on ad spend between $1.63 and $2.97, outperforming the brand’s typical campaign benchmarks.

Amazon says most Fire TV advertising placements can now be purchased programmatically through its demand-side platform, allowing advertisers to integrate Fire TV inventory with broader streaming campaigns across Prime Video and other CTV services.

The company is positioning Fire TV as a key piece of its larger advertising ecosystem, which spans streaming video, retail media, and connected devices.

“Devices are something that not every partner can offer,” Maines said. “Because we have logged-in customers and deep engagement across our platforms, we’re able to offer advertisers a full-funnel strategy that connects premium reach with measurable outcomes.”

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