Folks who use one of Amazon’s Fire TV-enabled devices are waking up to dozens of new, free streaming channels thanks to a Roku brand partnership. Users of Amazon’s streaming platform don’t need to sign up for anything to start watching — they’re readily accessible to anyone who uses Fire TV.
While a relatively minor development in the grand scheme of things, it’s the latest step in what seems to be a revitalization effort for Amazon’s streaming platform in 2026. The new channels are refreshingly easy to access, too.
Where to find The Roku Channel on Fire TV
As mentioned, Fire TV-users don’t need to buy or subscribe to anything in order to start watching these free channels. According to TechRadar, around 50 new channels are now available via the newly added Live Guide tab.
From the Fire TV home screen, select the Live Guide button (marked by a small TV icon) to access live channels. This will whisk you away to Fire TV’s main hub for free, live streaming apps, which now includes The Roku Channel.
If you’re unable to find the Live Guide option, you likely need to update your Fire TV software. To check for an update, simply bring up the settings menu, navigate to My Fire TV and locate the Check for Updates button.
Is Fire TV getting better in 2026?
As a TV-reviewer, I’ve had lukewarm feelings about Fire TV for as long as it’s been a regular feature in streaming devices and smart TVs. This is mostly because I’ve found the interface to be cluttered and the navigational experience to be cumbersome.
In fact, when an otherwise-great TV is built around Amazon’s smart platform, I usually frame its inclusion as a caveat. Such is the case with the Hisense U65QF, one of the best budget-friendly Mini-LED TVs you can buy. The U65QF is brighter than just about everything in its class, but unless you’re an avid Alexa user, you might feel the same way that I do about Fire TV.
This year, I’m getting the impression that Amazon is determined to revitalize Fire TV. If it’s successful, Fire TV devices — and TVs that leverage the software, like the U65QF — could see their stock rise.
At CES 2026, the brand tossed its hat into the lifestyle-TV ring with the announcement of the Amazon Ember Artline, an affordable, gallery-inspired TV that competes with Samsung’s The Frame. Along with the Ember’s debut, Amazon promised a full refresh of the Fire TV platform — including a reported 20-30% speed boost and changes to the user interface.
Seeing as how overall speed and usability have been my primary pain points with Fire TV in the past, this update (set to go live in February) could be a game-changer.
When taken as a whole, these developments — the upcoming Fire TV refresh, the launch of a new lifestyle TV and the latest The Roku Channel rollout — signal that Amazon is serious about boosting its reputation among streamers and smart TV owners in the coming months.
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