Amazon's Prime Day is now underway, running until Friday 26 June, with significant discounts on Fire TV Sticks and Fire TV Cubes. The Fire TV Stick 4K, originally £59.99, is available for £24.99—a 58% saving. This 2023 model supports Wi-Fi 6 and is 25% more powerful than its predecessor, making it ideal for 4K streaming.
The Fire TV Stick 4K Max, Amazon's most powerful streaming stick, is reduced from £69.99 to £39.99 (43% off). It features 16GB storage, Wi-Fi 6E support, and a 2.0GHz quad-core processor for faster performance. For those without a 4K TV, the Fire TV Stick HD (relaunched in autumn 2024 at £39.99) is not currently included in Prime Day deals.
The Fire TV Cube, third-generation, is discounted to £109.99 from £139.99. It is 20% more powerful than the previous Cube and twice as fast as the first-gen 4K Max, with an HDMI input port and Wi-Fi 6E support. The newly launched Fire TV Stick 4K Select (October 2025, RRP £49.99) is now £19.99—a 60% reduction—offering 4K Ultra HD, HDR10+, and Xbox cloud gaming.
Amazon also offers smart TVs with Fire TV functionality, such as the 65-inch Omni QLED reduced from £1049.99 to £599.99. The Fire TV Soundbar Plus is available for £149.99, featuring Dolby Atmos and DTS:X for immersive audio.
