Amazon begins rolling out a new Fire TV UI with user profiles, a simpler design, and more (Nicole Lee/Engadget)

Nicole Lee / Engadget:

Amazon begins rolling out a new Fire TV UI with user profiles, a simpler design, and more  —  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.