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Amazon has just come up with its own 4K enabled Fire TV, a move that is seen as squarely targeted at Apple that has only recently launched its own Apple TV 4K.
However, Amazon is playing the game in its own way to target Apple by pricing its Fire TV less than half of what the Apple TV 4K costs. The new Fire TV costs just $69.99 compared to the $179 that the Apple TV 4K is priced at. However, the price difference apart, there are several factors that makes the two set-top box offerings unique in their own rights.
For one, the Amazon Fire TV is a tiny device with a HDMI cable sticking out of it. That makes it more of a dongle that can be attached to the TV. It also comes coupled with the Alexa enabled voice controlled remote. However, the Fire TV is also compliant with Echo devices. So for those who already have the smart speaker system installed in their homes can also use the same to control the Fire TV.
In fact, the Fire TV can be connected to your existing grid of smart home devices, and all of those can be controlled via voice commands.
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- Advanced 4K streaming - Elevate your entertainment with the next generation of our best-selling 4K stick, with improved streaming performance optimized for 4K TVs.
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Cloud gaming, no console required – Stream Call of Duty: Black Ops 7, Hogwarts Legacy, Outer Worlds 2, Ninja Gaiden 4, and hundreds of games on your Fire TV Stick 4K Select with Xbox Game Pass and Luna via cloud gaming. Xbox Game Pass subscription and compatible controller required. Each sold separately.
- Smarter picks with Alexa+ – Getting to what you love has never been easier. Press the voice remote button and talk naturally to find what to watch across your apps, manage your smart home, or dive into virtually any topic.
- Wi-Fi 6 support - Enjoy smooth 4K streaming, even when other devices are connected to your router.
It’s like asking to play the music of your choice or to show the camera feed within or outside your home. Packing in a 1.5 GHz quad-core processor together with a 2 GB RAM and 8 GB of storage, Amazon is also claiming the new Fire TV to be 40 percent more powerful compared to the Fire TV Stick.
Other key features of the Fire TV are its ability to play videos at 60 frames per second besides also being HDR ready as well. However, the Fire TV supports HDR 10 and not Dolby Vision. That makes for a distinct set up compared to Apple TV 4K that is again Dolby Vision and HDR 10 compliant. However, while the Fire TV outputs Dolby Atmos, that same again is not available with Apple TV 4k.
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- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Elevate your entertainment experience with a powerful processor for lightning-fast app starts and fluid navigation.
- Smarter picks with Alexa+ – Getting to what you love has never been easier. Press the voice remote button and talk naturally to find what to watch across your apps, manage your smart home, or dive into virtually any topic.
- Enjoy the show in 4K Ultra HD, with support for Dolby Vision, HDR10+, and immersive Dolby Atmos audio.
- Fire TV Ambient Experience lets you display over 2,000 pieces of museum-quality art and photography.
As for the further reason to opt for the Amazon Fire TV, there is the more than 50,000 movies and TV shows available to watch. 4K rental prices have come down too while more shows are being added continuously.
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Quick Recap
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- This bundle contains Amazon Fire TV Stick 4K Select and 2-Year Protection Plan.
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Essential 4K streaming – Get everything you need to stream in brilliant 4K Ultra HD with High Dynamic Range 10+ (HDR10+).
- Make your TV even smarter – Fire TV gives you instant access to a world of content, tailor-made recommendations, and Alexa, all backed by fast performance.
- Find it fast. Watch it now. – Easily find what to watch from hundreds of thousands of movies and TV episodes (subscription fees may apply), including free, ad-supported content.
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- Upgrade your TV, instantly – Fire TV Stick HD is our fastest HD streaming stick ever, with a streamlined navigation that jumps straight to your movies, shows, and live TV. Take your entertainment on the go with the new ultra-portable profile. And watch it all come to life with crisp Full HD and Wi-Fi 6 support.
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- All your apps in one place – Prime Video, Netflix, YouTube, Disney+, Apple TV, HBO Max, Hulu, Peacock, Paramount+, and thousands more. It’s easy to find what to watch from hundreds of thousands of movies and TV episodes, including free, ad-supported content. Subscription fees may apply.
- Our most portable stick – Thin and light, without extra clutter. Connects directly to your TV's HDMI port without blocking other ports.
- Easier than ever to set up – Now with Direct Power, it's powered by your TV with the included USB-C cable and eliminates the need for a wall adapter.
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- Essential 4K streaming – Get everything you need to stream in brilliant 4K Ultra HD with High Dynamic Range 10+ (HDR10+).
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Make your TV even smarter – Fire TV gives you instant access to a world of content, tailor-made recommendations, and Alexa, all backed by fast performance.
- All your favorite apps in one place – Experience endless entertainment with access to Prime Video, Netflix, YouTube, Disney+, Apple TV+, HBO Max, Hulu, Peacock, Paramount+, and thousands more. Easily discover what to watch from hundreds of thousands of movies and TV episodes (subscription fees may apply), including free, ad-supported content.
- Getting set up is easy – Plug in and connect to Wi-Fi for smooth streaming.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
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