Amazon launches its own QLED 4K TVs, starting at $800

A year after it started pushing its own TVs, Amazon is expanding its lineup with pricier, more advanced options. The Fire TV Omni QLED Series announced yesterday at the invite-only Amazon hardware event shows the tech giant upping the ante with quantum dot displays and more evolved features for smart homes.

Amazon's first self-branded TVs came last September, ranging from the more budget-friendly 4-Series, which originally started at $370 for 43 inches, and the Omni Series, which originally cost $1,100 for the largest model, at 75 inches. The 4K TVs aren't particularly unique. They're HDR TVs and include HDMI 2.1, with eARC for soundbars, and feature variable refresh rates from a mere 48–60 Hz at 4K. Amazon Alexa is also present, of course. Alexa can work when the TVs are off, enable voice control, and work with Alexa Routines but is not an Amazon-exclusive among modern TVs.

Amazon is paying a little more attention to image quality with the Omni QLED Series; it still avoids specific claims, though, like brightness or color coverage specs. The new 65- and 75-inch TVs use Samsung Display's QLED technology with quantum dots for a claimed boost in color, plus full-array local dimming to boost contrast.