Amazon has introduced a quicker Fire TV Stick 4K and is enhancing the features of Alexa+.
Amazon introduced a new version of its Fire TV Stick 4K, along with a redesigned remote, and has introduced a series of enhancements for Alexa+ aimed at making content discovery more conversational and personal.
The new Fire TV Stick 4K, available from September 30 in markets such as the UK, Germany, France, Italy, and Spain, runs on Amazon’s Vega operating system and supports Wi-Fi 6, AV1, HDR10, and HDR10+ with a 4K output up to 60fps.
According to Amazon, the device enables users to start streaming 20% to 40% faster than similar priced competitors, with applications launching more than 35% quicker and content beginning to play nearly 20% faster, although the exact competitor was not mentioned.
The Fire TV Stick 4K has a slimmer design, first introduced with the Fire TV Stick HD, and includes a feature called Direct Power, allowing it to be powered through a compatible television’s USB port instead of needing a separate power source.
The launch also simplifies the range of streaming sticks to three models: Fire TV Stick HD, Fire TV Stick 4K, and Fire TV Stick 4K Max, with the Fire TV Cube remaining as the higher-end option.
Over 2,000 apps have been added to Vega since the first Fire TV device using the operating system was released.
These include Spotify, Xbox, VLC, and major streaming services such as Netflix, Disney+, YouTube, HBO Max, and Prime Video.
Amazon has introduced a redesigned Fire TV Remote, focusing on controls that can be identified by touch without the need for the user to look down.
The remote has an asymmetric body with a flat top and a curved weighted bottom, and the Home button now features a distinctive metal surface.
Other controls use different shapes and indentations.
A customisable star button, previously available on Amazon’s more expensive remote, can now be assigned to a favourite app or functions like closed captions and Screen Magnifier.
A premium Fire TV Remote Plus will be released in early 2027, replacing the Alexa Voice Remote Pro.
It will feature an aluminium body, backlit buttons, and a Find My Remote function.
With the hardware launch, Amazon is expanding Alexa+ across Fire TV and its mobile app, placing greater emphasis on AI-assisted discovery rather than traditional title and keyword searches.
Alexa+ will use data such as viewing history, subscriptions, programme availability, and broader context to respond to complex requests.
Users will be able to continue a conversation with follow-up questions and revisit previous recommendations.
A dedicated Alexa+ hub will offer personalised questions and recommendations, and allow conversations started on other Alexa devices to continue on Fire TV.
Amazon is also bringing Alexa+ to the Fire TV mobile app.
Users can share an article with programme recommendations, and the app will extract titles and create a list that can be added to their watchlist.
The app will also analyse photographs of posters, locations, screenshots, or other images and suggest related films and programmes, including details on which streaming services carry them.
Amazon states that the updated Fire TV interface is already leading to viewers finding something to watch “tens of millions” more times each month compared to the previous experience.
Live programming from over 40 apps has been added to the Fire TV interface, while an updated Games hub brings together cloud gaming services including Xbox, Luna, and NVIDIA GeForce NOW.
The new Alexa+ features for Fire TV will begin rolling out in the United States in November on selected devices, including the second-generation Fire TV Stick 4K Max and Fire TV Cube.
The new Fire TV Stick 4K and additional countries will receive the features in early 2027.
The Fire TV Stick 4K is priced at $59.99 in the United States, with local pricing applying in other launch markets.
