Amazon's new Fire TV is here, and the rumors are true: Amazon is producing its own smart TVs called the Fire TV Omni Series and 4 Series. The new TVs bring Amazon Fire Smart TV in-house, pairing an Alexa-powered set with hands-free voice control and a host of new features

. Dolby Vision (65" and 75"), always-on mic for hands-free Alexa, two-way video call support (later this year), and more. The lower-end Amazon Fire TV 4-Series models range from $369 for the 43-inch to $519 for the 55-inch.

Here's what we know so far about the new Omni Series and 4-Series Fire TVs.

The centerpiece of the new announcement is the Amazon Fire TV Omni Series, the first Fire TV to bear the Amazon brand rather than another TV manufacturer. [The Fire TV Omni series is the new flagship of smart TVs powered by Amazon, including hands-free voice control, multi-room sound with Alexa smart speakers, and the ability to integrate streaming services like Netflix and TikTok, New Alexa-centric features update the Fire smart TV experience. [The Fire TV Omni series will be offered in sizes ranging from 43" to 75", with 43", 50", and 55" models available at more affordable prices, while Omni 65" and 75" models will sell for a bit more, but not the smaller sets, Dolby Vision HDR.

One new feature, called Alexa Home Theater, will allow users to wirelessly pair their TV with a connected Amazon Echo device and enjoy the realistic sound of Dolby Atmos through Amazon's smart speakers. (It remains to be seen if multiple smart speakers need to be crammed into a home theater for a better sound experience, or if it is designed to be used with just one smart speaker in the room.)

Amazon is also promoting multi-room audio, allowing you to listen to music on your TV while continuing to listen on an Amazon smart speaker in another room.

Other new smart features include Live View Picture-in-Picture, which works with the Ring video doorbell to show images from the doorbell camera without interrupting the program. Additionally, if you have added a smart camera to your home, the Fire TV interface will now display a dedicated Live Feed row on the home screen, making it easy to check what is happening around the house.

Also, Alexa Calling is now built into the TV, making it easier to stay in touch with family and friends; Zoom video calls can be initiated with voice commands and a webcam connected to the TV. Amazon says the feature will be available later this year, but only on the Fire TV Omni series.

The Amazon Fire TV Omni will be available at both Amazon and Best Buy, with full retail availability beginning October 27; the entire Fire TV Omni series is available for pre-order on Amazon.

Amazon-branded smart TVs don't stop there. While the new Omni line is clearly the flagship of the new Amazon-made Fire TV family, Amazon also produces its own affordable Fire TV called the Fire TV 4 series.

These non-Omni Fire TVs are pretty close to the standard Fire TV template - low price, basic 4K picture, and Amazon services like Prime Video and IMDBtv as well as the usual streaming like Netflix and Disney+. both smart enough for streaming from the giants.

The set features an Alexa-enabled voice remote control, allowing for voice control of the TV and access to a vast collection of Alexa skills for use with other smart devices.

The set has three HDMI connections, including eARC, and provides basic HDR support for formats like HDR10 and HLG.

The Amazon Fire TV 4 series, available in 43-inch, 50-inch, and 55-inch sizes, is now available for pre-order and will ship on October 27.

Even as the Amazon-made Fire TV models debut, the retail giant is still working with other companies to create affordable Fire TV models; the Amazon Fire TV 4 series also includes sets made by Pioneer and Toshiba.

Pioneer, long gone from the TV field, will produce 43- and 50-inch models of its Fire TV 4 series and sell them through Amazon and Best Buy.

Fire TV supports HDR10 and Dolby Vision, offers multi-room music capabilities, and supports surround sound with DTS Virtual X audio; it has an Alexa-enabled voice remote control for voice control, but no eavesdropping microphone; and it has a built-in microphone for audio and video playback.

Pioneer's 43-inch model will be available this month, and the 50-inch model in early November.

Toshiba also makes a new Amazon smart TV, continuing the excellent Best Buy-made model we reviewed in this year's Toshiba C350 Fire TV Edition review.

The larger 55-, 65-, and 75-inch Toshiba models feature a four-microphone array for hands-free Alexa voice control, and the TVs offer improved HDR support with local dimming and improved motion processing.

Pricing for Toshiba's Fire TV has not yet been announced, but it will not go on sale until spring 2022.