Amazon has started rolling out a new Fire TV experience for its 3rd Gen Fire TV Stick and Fire TV Stick Lite users. The new UI offers a personal, faster, and intuitive user experience by offering a simplified Main Menu, User Profiles, and Voice-first Experience with Alexa.\n\nThe Main Menu is now at the center of the screen making it easier than ever for users to navigate to Home, Find, Live, Library, Profiles, and more. Users can now simply click up to discover popular content and watch trailers, or click down to browse expanded rows of shows and movies. The Main Menu also provides access to apps, channels, and games with the ability to pin and rearrange the order of apps.\n\n\n\nThe Home Screen has been redesigned and it offers a new look and feel. The Home Screen now features content tailored to each profile so that users can find TV show and movie recommendations from subscription-based streaming services like Amazon Prime Video, Zee5, SonyLiv, and Voot along with free content from ad supported apps.\n\nContent Discovery has been improved and the newly designed \u2018Find\u2019 tab helps users filter movies or TV shows, or they can search recommended categories like Comedy, Action, or Adventure as well. Users can also filter by content from subscription-based apps or content that is available for free.\n\nIt is now possible to create up to six user profiles on Fire TV, providing a personalized experience for everyone in a household. Profiles allow each user to access their viewing history, recommendations, watch list, live TV preferences, and select settings, including accessibility features. Users can also set up Alexa voice profiles and use their voice to switch to their own profile. Alexa integrates flawlessly with Fire TV and users can use voice to navigate throughout the UI whereas Alexa Explore will provide a dedicated destination where users can discover popular Alexa features, view connected smart home devices, see stocks, and more.\n\nAs Live TV is now an integral part of the Fire TV experience, the Main Menu bar features a dedicated Live tab from where users can access shows currently on-air, or use the Channel Guide to browse for live sports, news, and TV channels. The new has already started rolling out and all users will receive the update in the next few weeks.