Amazon reveals first soundbar TV range

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The announcements came ahead of the IFA technology trade show in Berlin, where Amazon has been joined by other tech giants, including Sony and Samsung, in revealing a number of new gadgets.
At the event in the German capital, the firm announced that its voice-controlled, remote-free Fire TV Cube will be available to purchase in the UK for the first time. Also, it introduced its first-ever Fire TV Editor soundbar, designed by Nebula, in Europe and North America.

A range of smart televisions will have the Fire TV interface built in, meaning users can access the streaming platform without the need for an additional device.
In the UK, it was confirmed that Fire TV Edition smart TVs made by JVC will be sold by Dixons Carphone, the parent company of Currys PC World, with prices starting at £349.99.

The £109.99 Fire TV Cube, which first launched in the United States last year, allows users to entirely control their smart TV and streaming services using Alexa. This device joins the company’s existing range of streaming devices – including the popular Fire TV Stick.

“We believe voice is the most natural user interface and will fundamentally change the way people interact with technology,” said Eric Saarnio, Amazon head of device in the EU.
“Amazon Fire TV Cube uses the Alexa voice service, which will make it easier for customers to control their entertainment experience and watch the TV and movies that matter most to them, hands-free.
“As the first far-field Fire TV in the United Kingdom, we’re excited to be delivering easier and quicker ways for our customers to use their device.”
The new Nebula-made soundbar, which will go on sale in October, will cost £179.99.
“The breadth of announcements is impressive,” said technology, media & telecoms analyst Paolo Pescatore, who is currently at the IFA event. “These latest moves underline the huge potential for Amazon to grow its presence in Europe.”
“It is well-positioned in the UK and its diverse approach acts as a benchmark for other countries to follow suit. Amazon now offers a range of own-branded devices; Prime video is available via numerous telcos/pay-TV providers and now on the high street with Dixons as a key retail partner.”

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