Amazon has just pushed up the price of almost its entire Fire TV range in the UK, and these aren’t token increases.
The 4K Max is heading for £99.99, a full hundred pounds for a streaming stick. The Cube is jumping to £199.99. Even the cheapest stick in the range is going up by 50%. The same is happening in the US, where prices have risen too.
You might not have noticed any of this yet, and there’s a reason for that. Amazon is running a back-to-school sale in the UK, and every Fire TV stick is currently discounted, some heavily.
The entry-level HD stick is down to £23.99, and the Cube is £30 off. The sale is doing a very effective job of hiding the increases sitting underneath it.
The catch is the date. Once the sale ends (currently set for September 3), those new, much higher prices are what you’ll be paying.
So if a Fire TV stick has been on your list, this is a rare case where “buy now” is the honest advice. Wait a couple of weeks and the same device could cost you £20, £30, even £60 more (at least until the next sale event, that is).
Here’s what’s changed, why it’s happening, and whether any of these sticks are still worth buying at the new prices.
The New Prices Are A Big Jump
Take it device by device and the pattern is the same everywhere: a chunky rise, with the older and pricier models climbing hardest.
The Fire TV Stick HD, Amazon’s cheapest stick, is going from £39.99 to £59.99. That’s a £20 jump on a device that was meant to be the budget option, a 50% increase in one go.
The 4K Select and 4K Plus sit in the middle, up £15 and £20 to £64.99 and £79.99. The 4K Max takes the biggest single jump, a £30 rise to £99.99.
And the Fire TV Cube, a device that launched back in 2022, climbs £60 to £199.99, a hefty increase on hardware that’s already four years old.
Across the range, we’re looking at increases of between 30% and 50%.
Here’s the full picture, with the old prices, the current sale prices, and the new…