Amazon’s first own-branded Fire TVs went on sale today.

As previously reported here, the new “Amazon” Fire TVs will include far field mics and/or Alexa Voice Remotes for the company’s Alexa voice assistant and will control other Amazon proprietary smart TV devices, in addition to accessing Amazon’s own Prime Video premium streaming service along with many other apps.

The e-commerce giant is offering two lines of Amazon-branded TVs, one mid-range step-up series named the Amazon Fire TV Omni Series, and the other more entry-positioned 4K TV lineup called the Amazon Fire TV 4-Series. All models are LED-LCD based displays.

Amazon is selling the TVs in two series, an entry 4 Series and step-up Omni Series, exclusively through its website and at Best Buy stores now. The sets reportedly are manufactured for Amazon by China-based TCL.

Both series feature 4K Ultra HDTV resolution using direct-backlit LED LCD panels with 60Hz native refresh rates. Each series will also have three HDMI 2.0 inputs and one HDMI 2.1 input with eARC/ARC support.

In a recent announcement, Amazon said the TVs will also support Apple AirPlay 2, allowing video from iPhone, iPad and Mac devices to be shared on the TV screen, and HomeKit, allowing the sets to be controlled by Siri or the Home app.

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The Amazon Fire TV Omni Series features five 4K UHD models available in 43- ($409.99)50- ($509.99)55- ($559.99)65- ($829.99) and 75-inch ($1,099.99) screen sizes with support for the HDR10 and HLG high dynamic range profiles and Dolby Digital Plus surround sound. The 65- and 75-inch versions have a slim bezel design and add support for Dolby Vision dynamic metadata HDR.

The Omni Series models use integrated far-field voice control to facilitate easier hands-free access to streamed programs, connecting to cable TV, music, accessing video gaming, and other features.

The Omni Series sets will also connect to Amazon Echo smart speakers, the Echo Studio for Dolby Atmos and other Echo devices to stream music to other rooms and locations in the house. The so-called Alexa Home Theater experience also will be compatible various makes of cable boxes, gaming consoles, and over-the-air TV antenna sources, company said.

The Fire TV 4-Series will be available in 43- ($369.99)50- ($469.99), and 55-inches ($519.99).

Amazon said its more price-aggressive Fire TV 4-Series will also support HDR10 and HLG HDR profiles. Unlike the Omni Series models, the 4-Series supports Alexa capabilities using a button-activated mic built into the Alexa Voice Remote.

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By Greg Tarr

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