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Just back in September, Amazon  (AMZN) - Get Free Report dropped a bevy of new devices--ranging from a trio of Echo Dots to a Fire TV Cube and, of course, a new high-end, flagship TV.

Amazon’s Fire TV Omni QLED ups the picture quality with a new panel, speeds up the Fire TV interface, and tosses in a brand new Ambient Experience mode. While it is normally $799 starting, it’s getting its first discount ahead of Black Friday.

The 65-inch Fire TV Omni QLED is currently just $549.99, which is a full $250 off the MSRP.

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65-inch Fire TV Omni QLED ($549.99, originally $799.99 at Amazon)

So what makes the Fire TV Omni QLED a compelling option in an incredibly crowded market? Well, it’s a modern design with thin bezels all around that can be placed on a stand or hung on a wall. Once plugged in with power, it has the brains of a Fire TV streaming stick built right in.

Through that Fire TV interface you can ask Alexa for content--as well as any other questions you’d normally ask the assistant--and stream content from pretty much every streaming service under the sun. While you can ask via the remote, there are far-field microphones built into the TV itself for a hands-free experience.

The visuals should be pretty strong as well thanks to a Quantum Dot LED panel. This should let the Omni QLED deliver very vibrant images and videos that look accurate and aim to immerse you in the content. It also supports key visual standards like Dolby Vision, Dolby Vision IQ, and HDR.

Ambient Experience makes the Fire TV Omni QLED similar to Samsung’s Frame TV as well. Not only can you choose to showcase works of art or photographs on the screen when it’s not in use, but it can also morph to fit your needs. For instance, it can show a weather widget or a reminder that’s similar to the visuals on an Echo Show 10 or Echo Show 15.

As the first discount for the Fire TV Omni QLED, there isn’t a better time to upgrade your TV to a big one that packs a punch with smarts and colors. At $549.99, it’s a pretty competitive price for a 65-inch 4K QLED model as well.

Prices are accurate and items are in stock at the time of publishing.