Amazon's TVs are split into three categories:
It's a tough market, but Amazon took on the iPad with its Fire tablets, so its no stranger to an uphill battle.
Best TVs for 2023: see which models aced our lab testsAmazon Fire TV Omni QLED Series
- £549 - £649 - £749 - £999It's a full-array backlit TV, so the bulbs that illuminate the colour producing layer sit behind the screen rather than around the edge (known as edge lit). This tends to mean better contrast and more control over how the screen is lit.
While rival brands tend to laud features that simulate surround sound or create audio from specific points on the screen, Amazon hasn't said much about sound. Instead, it was more keen to talk about the smart features on the Omni range that tie them into the Alexa ethos of data, the smart home and assistance, including:
Alexa widgets: Art: Alexa routines:It's clear that the Omni is designed to be an always-on display. Whether it's widgets showing you information or a piece of art, Amazon doesn't want you to be looking at a black screen.
Voice control is a big consideration, too. You can control the TV with your voice and there's a microphone built-into the TV (which can be switched off). It comes with the same remote you get on a Fire TV stick. These work well for streamers, but the lack of buttons may be an issue when you consider all the extra things a TV can do.
Find out which size is best for your room, then see our favouritesAmazon Fire TV 4-Series
- £429 - £499 - £579All the models in the range are 4K, too.
Many of the distinctive features of the Omni fall by the wayside. There's no microphone built into the TV, so you'll always need the remote on hand to use Alexa. The 'Fire TV Ambient Experience' is also missing, so you won't be able to have widgets or art displaying when you're not watching the TV.
It's an entry-level range, which is reflected in prices that are far lower than we'd expect from 4K TVs at launch.
- TVs don't get much cheaper, so see which ones did best in our labs.Amazon Fire TV 2-Series
- £249 - £299Last (and probably least, based on how HD TVs tend to fare in our labs) is the 2-Series. This range is made up of HD TVs. They still support HDR, which is generally only used with 4K content, and the same voice control capabilities as the 4-Series, so you're going to need to keep the remote handy.
As with all HD TVs, these are fairly basic and are designed more as secondary TV for a kitchen or bedroom.
The only difference between these TVs, other than size, is their resolution. The 32-inch set is HD-ready, while the 40-inch one is Full HD and should look that bit sharper as a result.
The latest 2023 TVs are in stores now, but they're also expensive. Take a look at our to save on an excellent older model.Expert opinion: can Amazon carve out market share?
Martin Pratt, Which? TVs expertIf anyone knows how to sell a thing, it's Amazon. It's extremely successful at it, plus it's had to take on established brands in tech areas before.
The TVs, particularly the flashy silver Omni QLED Series look the part, but cost less while having features people expect, including HDR and voice control.
Additionally, TVs from established brands cost a fortune at launch before steadily dropping over the course of the 18 months they spend on sale. Amazon's TVs, however, have launched at prices it usually takes LG and Samsung six months or more to reach.
Other manufacturers undercut the big brands too of course, and while they have a foothold they haven't come close to challenging the might of the two at the top (LG and Samsung), but every new competitor will chip away and few companies have the capital and reach of Amazon.
source https://www.which.co.uk/news/article/amazon-reveals-first-own-brand-tvs-with-big-discounts-everything-we-know-so-far-abCJW8X8ooZi