Amazon’s latest Fire TV models are already on steep early-Black-Friday discounts, with several sticks and the Fire TV Cube hitting their lowest tracked prices of the year. Shoppers hunting for cheap 4K streaming now have multiple options — from ultra-budget 4K hardware to mid-range sticks with Dolby Vision and Wi‑Fi 6 — but there are trade-offs to consider, including targeted coupons, platform ads, and hardware differences.
What’s on sale (and how much)
The deals vary by model and region, but highlights across retailers this week include:
- Fire TV Stick 4K Plus (formerly Fire TV Stick 4K): about $24.99 in the U.S. (roughly 50% off its $49.99 list price). This is the mid-range 4K stick with Dolby Vision, Dolby Atmos support and Wi‑Fi 6.
- Fire TV Stick 4K Select: widely discounted — listings show $21.99 in many places, and in at least one case Amazon offered a targeted on-page coupon code (STREAM4K) that dropped the price to an extraordinary $9.99 for select customers.
- Fire TV Stick HD: around $17.99 in some U.S. listings for shoppers who only need 1080p streaming.
- Fire TV Cube: reduced to roughly $89.99 (around 36% off) on early-sale drop.
- Roku Streaming Stick Plus: strong competitor pricing — around $29 in the U.S. at major retailers and £24.99 in the U.K. at some stores.
- Fire TV Stick 4K Plus (best balance): Supports 4K UHD with Dolby Vision, HDR10/HDR10+/HLG, Dolby Atmos audio and Wi‑Fi 6. Good pick for higher-end TVs and better wireless performance.
- Fire TV Stick 4K Select (best budget 4K): Offers 4K and HDR10+ but lacks Wi‑Fi 6, Dolby Vision and some audio features found on the Plus model. Great for a cheap 4K upgrade if you can’t justify the Plus.
- Fire TV Stick HD (best for older TVs): Limited to 1080p; small form factor and enough for casual viewers who don’t need 4K.
- Fire TV Cube (power user): More storage and processing headroom for multitasking, local voice control, and smart-home integration.
- Roku Streaming Stick Plus (simple, reliable alternative): Clean interface, solid app support, compact design and often priced very competitively — a strong option if you prefer Roku’s software or want to avoid some platform-specific features of Fire TV.
- Value and ease: Reviewers praise Fire TV sticks for easy setup, compact design, Alexa voice search and quick access to mainstream streaming apps. Many say the devices are a reliable, affordable way to modernize a TV.
- Performance and interface quirks: Some users report occasional lag on home screens, and reviewers note Select models lack some high-end codecs and connectivity options. The presence of ads and promoted content on the home screen is a common complaint for privacy‑minded buyers.
- Buy the 4K Plus if: you want Dolby Vision, Dolby Atmos and Wi‑Fi 6 for smoother streaming and better HDR performance — and the small premium is worth it.
- Buy the 4K Select if: you primarily care about cheap 4K streaming and can live without Dolby Vision or Wi‑Fi 6 — especially tempting if you qualify for the targeted coupon deals.
- Buy the HD if: your TV is 1080p or you want the cheapest reliable streamer.
- Consider Roku if: you prefer a different UI or want fewer Amazon-native promotions; Roku’s Streaming Stick Plus is frequently discounted and offers a clean, user-friendly alternative.
- Check for targeted coupons: some Amazon discounts (like the STREAM4K code reported by some shoppers) are visible only to selected users — try logging into different accounts or checking the product page carefully.
- Compare features, not just price: confirm Dolby Vision, Wi‑Fi standard and audio formats if those matter for your TV/sound setup.
- Review privacy settings: you can reduce interest-based ads in Fire TV settings, but some promoted content will remain part of the experience.
- Watch stock and return windows: early-Black-Friday pricing can change fast; if you see a good deal, evaluate shipping times and return policies before buying.
Availability and exact pricing have been fluid: some discounts appear as targeted coupon offers visible to certain Amazon customers, while other reductions are broadly posted. Regional pricing (Canada, U.K., U.S.) and retailer promos mean you may see slightly different numbers depending on where you shop.
How the models compare: pick by features, not just price
If you’re deciding between sticks, focus on the features you actually need:
Why prices are so low (a business model perspective)
Cheap Fire TV hardware is part of a broader strategy: lower device prices help drive adoption of Amazon’s streaming ecosystem, which surfaces ads, promotes content and funnels users toward paid services. Analysts and tech writers note that device discounts are often offset by revenue from ads, data-driven personalization and increased purchases within the Amazon marketplace. In short, some of the savings are subsidized by the platform’s advertising and data ecosystem.
That trade-off matters: while many users call the hardware a “game-changer” for turning old TVs into smart sets, the Fire TV home screen includes promotional content and ad placements you may not be able to fully remove. You can tweak privacy and ad personalization settings on Fire TV devices, but third-party observers warn that advertising and usage data collection are core to how companies subsidize low prices.
Shoppers’ experiences and caveats
User reviews and recent coverage highlight two recurring themes:
Buying guidance: which stick should you pick?
Practical tips before you click:
Bottom line
Early-Black-Friday discounts have pushed Amazon’s Fire TV devices to unusually low price points this year, making it a smart moment to upgrade an older TV or buy streaming sticks as gifts. For most buyers, the decision comes down to whether you want a budget 4K experience or features like Dolby Vision and Wi‑Fi 6. Also weigh platform trade-offs: cheap hardware often comes with a trade in the form of ads and data-driven content. If you value a clean interface over ecosystem perks, Roku remains a competitive alternative priced similarly during this sale window.