Amazon prices up its latest Amazon Fire TV lineup for the UK – you can grab the Stick 4K Select today

Amazon has unveiled a refreshed Fire TV lineup for the UK, spanning new televisions and its most affordable 4K streaming stick yet. The pitch is simple: there’s more to watch than ever, but finding something good still takes too long. The new Fire TV range, Amazon says, is meant to fix that.

It’s worth noting that these were first announced in the US at the end of last year, and they’re now making their way to the UK.

Leading the announcements is the Fire TV Stick 4K Select, priced at £49.99. It’s Amazon’s cheapest 4K streaming device to date, and also its fastest at this price point. Apps launch quicker, navigation is smoother, and you get 4K picture quality with HDR10+ support. It runs on Amazon’s new Vega operating system, designed to be more responsive and efficient, and works with the major streaming services people already use. Amazon also says it will soon support cloud gaming experiences like Xbox Gaming and Luna, straight out of the box.

On the TV side, Amazon is rolling out updates across its 2-Series, 4-Series and flagship Omni QLED ranges.

The headline model is the new Fire TV Omni QLED Series, available in 50in, 55in and 65in sizes, starting at £649.99. It’s 60% brighter than the previous generation, with double the number of local dimming zones for improved contrast. Dolby Vision and HDR10+ Adaptive are on board, and an upgraded processor delivers a claimed 40% performance boost.

The Omni QLED is also packed with smart features. It can automatically adjust picture settings based on room lighting, turns on when you enter the room using Amazon’s OmniSense technology, and powers down when you leave to save energy. When idle, it can display photos or artwork, with Interactive Art responding to movement. You can also talk to Alexa directly through the TV, without reaching for the remote.

More affordable options come via the redesigned Fire TV 2-Series and 4-Series. Available in sizes from 32in to 55in, the 2-Series offers HD resolution, while the 4-Series steps up to 4K. Prices start at £249.99 for the 2-Series and £429.99 for the 4-Series. Both ranges now feature ultra-thin bezels and a new quad-core processor that makes them 30% faster than before. OmniSense is included here, too, bringing some of the smarter experiences down to lower price points.

Across all new Fire TVs, Amazon is also improving how you find content. A revamped Continue Watching row acts as a universal bookmark across services, while a single watchlist lets you save shows and films from different apps in one place. The goal, Amazon says, is to get you watching faster – and thinking less about where everything lives.

UK availability starts now for the Fire TV Stick 4K Select, with the new TVs coming soon.

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Spencer Hart Buying Guide Editor

About

As Buying Guide Editor, Spencer is responsible for all e-commerce content on Stuff, overseeing buying guides as well as covering deals and new product launches. Spencer has been writing about consumer tech for over eight years. He has worked on some of the biggest publications in the UK, where he covered everything from the emergence of smartwatches to the arrival of self-driving cars. During this time, Spencer has become a seasoned traveller, racking up air miles while travelling around the world reviewing cars, attending product launches, and covering every trade show known to man, from Baselworld and Geneva Motor Show to CES and MWC. While tech remains one of his biggest passions, Spencer also enjoys getting hands-on with the latest luxury watches, trying out new grooming kit, and road-testing all kinds of vehicles, from electric scooters to supercars.

Areas of expertise

Watches, travel, grooming, transport, tech