Amazon's Google TV makeover for Fire TV is now rolling out in the US

Amazon announced a new UI for Fire TV last month that, at the very least, seems heavily inspired by Google TV. Now, it’s actively rolling out in the US.

The new homescreen design for Amazon Fire TV was announced at CES 2026 last month, and is a pretty big redesign. To quote our original coverage:

Amazon, speaking to TechCrunch, Engadget, and others, confirmed that Fire TV users in the US will start seeing the new design today. The rollout starts on Fire TV Stick 4K Plus, Fire TV Stick 4K Max (2nd Gen), and the https://amzn.to/3Ol83JE, with other devices getting the redesign starting in “Spring” of this year.

In other words, Fire TV devices in the States just turned into a Google TV of sorts. Amazon’s redesign, as we pointed out, is basically a copy of Google’s UI, with the same core layout and experience throughout. It’s a pretty blatant copy, as you can see when the two are put side by side.

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Here’s what the new design for Fire TV looks like compared to Google TV:

Amazon also shared a few new stills of the UI today, as seen below.

What do you think of the update?

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