Back when Amazon announced its latest Fire TV products — namely, the third-generation Fire TV Stick ($40) and the Fire TV Stick Lite ($30) — it also said it was going to roll out a new Fire TV interface this year. Not only does the Fire TV UI have a new look, it has a few additional features such as the addition of User Profiles. According to Amazon, these changes are all aimed at improving content discovery and making it easier to find what you want.
SOURCE: Engadget