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Amazon unveils new Fire TV devices, broadens market reach for smart TVs

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Amazon unveils new Fire TV devices, broadens market reach for smart TVs

Amazon.com Inc. on Sept. 4 unveiled a slew of new and revamped products, including a series of Alexa-enabled smart TVs designed with retail partners for foreign markets and the second generation of Amazon's Fire TV Cube streaming media player.

Fifteen new Fire TV Edition products will go on sale in the U.S. and Europe, including new smart TVs with native language support for consumers in the U.K., Germany and Austria. Users can connect the Fire TV Edition smart TVs with an HD antenna and use the Alexa voice control to search for and watch live TV and other connected features.

For the U.K., Amazon partnered with Dixons Carphone PLC to launch JVC – Fire TV Edition Smart 4K Ultra HD HDR LED TVs, the first Fire TV Edition smart TVs to go on sale in the country. The JVC smart TVs will be sold at U.K. retailer Currys PC World and on Amazon for prices starting at €349. Interested customers can sign up with Currys World or Amazon to be notified as soon as the devices are available.

Amazon also announced eleven Fire TV Edition smart TVs to be released in Germany and Austria with partner Grundig. The devices include four Grundig OLED – Fire TV Edition models, two of which are equipped with far-field voice control. The Grundig OLED – Fire TV Edition Hands-Free with Alexa is available for preorder starting at €1,299.99. The Grundig OLED – Fire TV Edition is available for preorder starting at €1,199.99. Both come in 55-inch and 65-inch models.

Amazon and Grundig are also releasing the Grundig Vision 7 – Fire TV Edition with 4K Ultra HD and the Grundig Vision 6 – Fire TV Edition with full HD, priced starting at €349.99 and €239.99, respectively. The Grundig Vision 7 is available now; the Grundig Vision 6 is available for pre-order.

Amazon partnered with IMTRON for a lineup of Fire TV Edition smart TVs to go on sale next year in Germany and Austria, with the first models to be released under the private label ok.

In the U.S., Amazon will continue its partnership with retailer Best buy to offer the new Toshiba 65-inch 4K Ultra HD Smart LED TV HDR – Fire TV Edition, starting at $599. The Toshiba TV will begin shipping to U.S. customers in October.

Amazon also introduced a new category of Fire TV Edition soundbars, which is integrated into the Fire TV's soundbar system. Amazon teamed up with Anker Innovations Ltd. to launch the Nebula Soundbar – Fire TV Edition, which features support for 4K Ultra HD, a unified smart TV user interface, near-field Alexa voice control, Dolby Vision pass-through and more. The Nebula Soundbar – Fire TV Edition is available for preorder for $229.99 in the U.S., $269.99 in Canada, £179.99 in the U.K. and €209.99 in Germany.

Finally, the company unveiled the second generation of its streaming media player Fire TV Cube, which has Alexa voice control built directly into the device to allow users to play, pause and browse content without touching the remote. The new Fire TV Cube features a Hexa-core processor, access to Dolby Vision and 4K Ultra HD content at up to 60 frames per second, the company said. Fire TV Cube is available for preorder in the U.S. for $119.99, in Canada for $149.99, the U.K. for £109.99, Germany for €119.99 and Japan for ¥14980. Fire TV Cube previously was only available in the U.S.

As of Sept. 4, US$1 was equivalent to ¥106.22.