Samsung started the lifestyle TV trend, and LG followed with similar screens designed to blend in better with style-conscious homes. Now Amazon is joining the posh TV party. The online retailer announced the arrival of its Ember Artline screens back in January at the CES technology show in Las Vegas. Now, after months of waiting, we finally know when they will go on sale, and there’s not long to wait, with pre-orders available now and shipping commencing from May 7.

For those who missed the initial news, Amazon’s Ember Artline range is very similar to Samsung’s The Frame TVs, which look more like pictures hanging on the wall than ugly black screens.

Just like The Frame models, Amazon’s Artline screens come with changeable frames to match interior decors, along with access to around 2,000 free works of art that can be displayed on the screen.

There’s even a matte coating which makes it feel even more like painted pictures have been added to homes. Another neat feature is the ability to upload photos of the room to the TV and get art recommendations that match the vibe and decor.

Of course, this isn’t just a device for looking at artwork – it’s also a fully functioning TV with full access to all the most popular streaming apps and services. Amazon says that the 4K QLED display with Dolby Vision and HDR10+ brings films and TV to life. Plus it gets fast, reliable streaming thanks to the latest Wi-Fi 6 technolgy.

It ships with an Alexa remote for fast access to content via voice search, and it works with the latest Alexa+ upgrade to make chatting with this assistant feel more like speaking to a real person.

Omnisense technology has also been added and uses built-in sensors that wake the display when you enter the room and then turns off when you leave, saving energy.

If any of that sounds enticing, the Ember Artline TV is available to pre-order now and starts from £949.99.

As a quick guide, that’s around the same cost as The Frame screens from Samsung, with those TVs starting from around £900.