Update: This article has been updated to include information that Panasonic will not be returning to the U.S. market.

Panasonic may not be known as a brand that offers attractive TVs, but its new 2024 lineup, with Fire TV built directly into the display, may sway consumers. [The company has partnered with Amazon to bring to market the world's first OLED TV with a built-in Fire Stick.

Both Amazon and Panasonic announced the deal in separate press releases, highlighting their two flagship OLEDs, the Z95A and Z93A, as the first OLED display sets with integrated Fire TV.

Neither company has yet mentioned pricing or availability, but these OLEDs are quite powerful in terms of specs, utilizing 3D surround sound, Dolby Vision IQTM Precision, and 144Hz refresh rates.

The first OLED TVs with built-in Fire TV will be Panasonic's Z95A and Z93A, which feature two new panels, Master OLED Ultimate on the Z95A and Master OLED Pro Cinema on the Z93A, and utilize the new HCX Pro AI Processor MK II chip. [The Z95A will be available in 65" and 55", while the Z93A will only be available in 77". Not only are these the world's first OLEDs with built-in Fire TV, they will also be packed with additional game-centric features for big-screen cinema play and utilize a 144Hz refresh rate.

Built into both OLEDs, Amazon Fire TV offers full integration with Fire TV Ambient, which turns the TV into a work of art when turned off, and Alexa, which enables voice control from a distance. Additionally, both TVs will support Apple AirPlay and Apple Home for users who don't want to be locked into using Amazon's tools.

In addition to built-in Fire TV, both OLEDs will also include several features found in Panasonic's proprietary OS. In addition, with access to home networking and the Internet, the TVs do not require an antenna socket and can be installed virtually anywhere.

More TVs utilizing Fire TV are expected to be released in the future as a result of the Amazon-Panasonic partnership, but there is no additional information on what these TVs will look like or when they will be available.

It is also unclear whether these new OLED TVs will be available in the U.S. An Amazon representative told Digital Trends that these TVs will be available "to customers worldwide" and that additional information regarding pricing and availability will be announced "soon."

Update: In an email exchange with Tom's Guide, a Panasonic representative stated that ". Please note that at the time of writing, Panasonic has no plans to return to selling televisions in the U.S. market."

The Z95A and Z93A also have gamers in mind. Both OLED TVs offer 144 Hz refresh rates via HDMI 2.1 and VRR. Several gaming-specific enhancements, including Dolby Vision gaming support at up to 144 Hz and True Game mode for perfect white balance and color accuracy, should keep gamers immersed in the on-screen action.

The new OLEDs are also the first to feature a 360 Soundscape Pro speaker system, as Technics Audio, a Panasonic subsidiary, helped develop the OLED's 360 Soundscape Pro speaker system, which includes a multidirectional speaker that provides 3D surround sound with support for Dolby Atmos.

Panasonic's Z95A and Z93A OLEDs also support Dolby Vision IQ Precision Detail, a feature intended to dynamically adjust light settings across the display for optimal viewing. In particular, the Z95A features an advanced MLA (Micro Lens Array) screen, first introduced in Panasonic's 2023 OLED, which delivers higher brightness.

Neither Amazon nor Panasonic have said when the display will hit store shelves or what the price will be, but it will be interesting to see how this new OLED will fare in the market and whether it can live up to the hype.