The popular electronics brand TCL has just announced the launch of its first ever batch of Amazon Fire TVs in Europe. 

The new TCL CF630K TVs with Fire TV built-in are based on VA LCD panels and will be available in 50 and 55 inches at an introductory price of just £340 and £390 respectively, until November 11. After that date, the TV’s prices will increase to £379 and £429.

They are not bad mid-tier TVs by any stretch, boasting some premium features including quantum dot colour-based image quality and a stylish, frameless design with an extremely, razor-thin bezel. The TCL CF630K models also support an extensive range of High Dynamic Range formats, including the premium Dolby Vision and HDR10+ standards, as well as HDR and HLG. Adding to the cinematic experience is support for Dolby Atmos surround sound, ensuring a more immersive audio experience for anyone with the right speaker setup. 

We should add that the TCL CF630K TVs are not just for watching TV and movies, as they also feature a Game Master mode with Auto Low-Latency Mode (ALLM) that ensures video games will be played at extremely low latency for a more optimal, lag-free experience. 

Sitting at the heart of all these features is the Amazon Fire TV OS, which provides a slick interface for navigating the TV and the various applications on board. With Fire TV, users will find apps such as Netflix, Amazon Prime Video, Disney+ and HBO are all pre-installed. 

Of course, the TCL CF630K TVs also support Amazon Alexa voice commands. The included Voice Remote with Alexa is said to have a built-in microphone and four sponsored buttons, making the most popular streaming apps instantly available. 

For TCL, the addition of Amazon Fire TVs to its lineup means it now sells big screens based on three different smart TV platforms, with Roku OS and Android TV options also available. 

TCL’s partnership with Amazon is a notable one because it comes in the wake of a legal challenge against Google, which owns the Android TV operating system. Before, Google had effectively blocked its TV hardware partners from using competing TV operating systems that were based on the open-source Android platforms - as Amazon’s Fire TV is. However, this provision in Google’s contracts was ruled to be unlawful, hence we are now seeing other brands like Hisense and Xiaomi introduce Fire TV models to their lineups. 

“We are more than excited to launch our first TCL Fire TV series, which delivers a broad selection of high-quality content that provides a superb viewing experience for our customers,” said TCL Europe’s Vice President of Sales and Marketing Frédéric Langin. 

“Together with TCL, we are able to deliver an even more diverse line-up of high-quality, innovative smart TVs that combine Fire TV’s best-in-class entertainment experiences with TCL's expertise in building world-class smart TVs,” added Amazon Devices International Vice President Eric Saarnio. 

TCL said the new CF630K TVs are available now in the U.K., Germany, Spain and Italy.