Amazon has now turned into a proper competitor to Samsung in the smart TV market. Although the US-based firm had already been selling its Fire TV series televisions in the US, most of those models were ultra-affordable. Yesterday, during its annual launch event, Amazon unveiled its first QLED smart TV, the Fire TV Omni QLED, offering a lot of value for the money.

Amazon undercuts Samsung with its QLED TV, featuring full-array local dimming and Dolby Vision

Amazon’s Fire TV Omni QLED series comes in two sizes: 65-inch and 75-inch. It uses a 4K QLED panel with full-array local dimming (80 zones for 65-inch and 96 zones for 75-inch) and a 60Hz refresh rate. Naturally, it supports HDR10, HDR10+ Adaptive, HLG, and Dolby Vision IQ standards for high dynamic range content. Like Samsung’s QLED TVs, Fire TV Omni QLED features a light sensor to adjust screen brightness according to the ambient light.

It has two 12W stereo speakers. It can connect wirelessly to other Echo smart speakers. Of course, you can also use your own soundbar or home theatre system as the TV features an HDMI eARC port, an optical port, and a 3.5mm headphone jack. It also features three HDMI 2.0 ports, an HDMI 2.1 port, an Ethernet port, and a USB 2.0 port.

It runs Amazon’s Fire TV OS, which means it can access all the audio and video streaming apps. It also features hands-free Alexa support and the ability to control the TV and all Alexa-compatible smart home products. The updated version of Fire TV OS also brings on-screen widgets. Other features include Wi-Fi 5, Bluetooth 5, and Fire TV Alexa Voice Remote.

Similar to Samsung’s lifestyle TVs like The Frame, Amazon’s new QLED TV can turn into a digital photo frame. It can alter its brightness and colors to display art (from 1,500 curated art pieces) and personal images. And this feature can be set to work only when there’s someone present in the room. When the room is empty, the TV can turn off its display to save power.

Of course, you may have privacy concerns since the TV can listen to your conversations for Alexa commands. So, Amazon has implemented a privacy switch that detaches the microphone physically, and the TV can no longer listen to your conversations.

At just $800 for the 65-inch version and $1,100 for the 75-inch version, Amazon charges a lot less than Samsung for features like Dolby Vision and Full Array Local Dimming. Plus, those who are already invested in Amazon’s Alexa ecosystem might consider these new TVs over Samsung’s QLED TVs.