Following its 2014 introduction of Fire TV, which became the #1 best-selling Amazon device category, with Fire TV Stick quickly becoming Amazon’s fastest-selling product ever, Amazon is introducing the next generation of Fire TV—the new Amazon Fire TV with support for 4K Ultra HD, and the new Fire TV Stick with Voice Remote.
The new Amazon Fire TV is available for pre-order for just $99.99 and will start shipping on October 5. Fire TV Stick with Voice Remote is available for pre-order for $49.99 at and will start shipping October 22. Fire TV Stick is also still available for purchase for $39.99.
According to Amazon, Fire TV devices have the most channels, apps, and games of any streaming media player, and are the easiest way to enjoy movies, TV shows, music, and live TV from services such as Netflix, Amazon Video, HBO NOW, Hulu, WatchESPN, SHOWTIME ANYTIME, Sling TV, STARZ PLAY, ENCORE PLAY, NBC News, Prime Music, Spotify, Pandora, Vevo, Plex, A&E, YouTube.com, and more. Plus, the new Amazon Fire TV provides access to more 4K Ultra HD movies than any other streaming media player, with 4K content from Netflix, Amazon Video, and Prime Video. Already available in 4K are shows and movies from Amazon Video such as Transparent, Better Call Saul, American Hustle, and Amazing Spiderman 2, as well as shows and movies such as Narcos and Marvel’s Daredevils from Netflix.
“The team has packed an incredible amount of technology and innovation into a tiny package,” said Jeff Bezos, Amazon.com Founder and CEO. “The new Fire TV includes 4K support, more processing power, Alexa integration, the largest selection, and exclusive features—for less than $100. The new Fire TV Stick with Voice Remote brings voice search and Alexa integration for less than $50. These are powerful devices at incredible prices.”
The new Amazon Fire TV is built to support High Efficiency Video Coding (HEVC). In the coming months, the new Amazon Fire TV will deliver more 1080p high-definition streams from Amazon Video than ever before with HEVC.
According to Paolo Pescatore, Director, Multiplay and Video at CCS Insight, the battle for the home continues to intensify among the leading online giants, especially for the living room. “As Amazon launches its new Fire TV, 4K support will give the company early mover advantage in a cut throat and increasingly competitive market. Awareness of 4K in the UK is growing strongly with the launch of BT Sport’s ultra HD 4K sports channel. Amazon Fire TV’s new features coupled with a strong content offering elevates it over rivals. However, the lack of Now TV in the UK is noticeable and must be addressed. Fundamentally, Amazon has done a great job of repackaging its assets. Consumers are now spoilt for choice with Amazon, Apple, Google, Roku and others all fighting for viewer’s attention.”