Amazon brings first OLED FireTVs to parts of Europe

At IFA 2019, Amazon has announced the first OLED TVs with FireTV - sold under the Grundig brand. A soundbar with FireTV built-in was also announced.

Amazon FireTV in Europe
Amazon used IFA in Berlin to announce that it is expanding its FireTV ecosystem to the UK, Germany and Austria. The push includes a total of 15 new FireTVs.

In the UK, Amazon is partnering with Currys to sell JVC-branded FireTVs with 4K resolution and access to popular streaming services via apps. These LCD TVs will be available in 40, 49, and 55-inch sizes starting at 349 UK pounds. More information can be found here. 

In Germany and Austria, Amazon has partnered with Grundig to launch the first OLED TVs with FireTV. The 4K OLED TVs will be available in 55 and 65-inch sizes, both of which will exist in two versions; with or without built-in far-field microphones for voice commands via Alexa. The 55 and 65-inch TVs will start at 1200 Euro and start shipping in late October. More information can be found here.



Grundig will use FireTV as its TV platform in the new Vision 7 and Vision 6 series of LCD TVs, meaning that the entire Grundig TV line-up for 2019 will run FireTV.

Furthermore, Amazon is partnering with MediaMarktSaturn to launch FireTVs under the private label ok. These will be available next year in Germany and Austria.

Lastly, the company announced that FireTV will expand to the soundbar segment. The first soundbar with built-in FireTV was created in collaboration with Anker Innovations and is called the Nebula soundbar. Amazon says that the $230 soundbar "turns any TV into a cinematic smart TV experience". The soundbar is launching in the US, Canada, UK, and Germany. More information can be found here.



With the launch of the new FireTV line-up, Amazon is taking steps into Europe where it will face competition from TV platforms such as Android TV, Samsung's Tizen, LG's webOS, and Apple's tvOS.

- "Customers have told us how much they use and love Fire TV Edition smart TVs in the United States and Canada, with millions of devices sold and an average rating of more than 4 stars across all models," said Marc Whitten, VP of Amazon Fire TV. "Today we’re thrilled to introduce innovative Fire TV Edition smart TVs and the first-ever Fire TV Edition soundbar from global brands that customers know and love. We can’t wait for customers to experience these new devices with the Fire TV experience built-in."