Amazon’s popular Fire TV sticks are currently discounted across the entire range – and some of these deals are genuinely impressive, beating even the summer Prime Day prices we saw just a couple of months ago.
The timing is interesting. These discounts have appeared a full week before Amazon’s Prime Big Deal Days event (scheduled for October 7-8), and they’ll remain available until October 14.
However, more importantly, just yesterday, Amazon announced the new Fire TV Stick 4K Select, running its brand-new Vega OS, which replaces Android after more than a decade. The Select is priced at £49.99 and begins shipping mid-October.
Here’s the thing though: with these current discounts, there’s absolutely no reason to pre-order the Select.
The regular Fire TV Stick 4K is now just £25.99 – nearly half the price of the new Select – and the 4K Max is £39.99, still £10 cheaper than the Select whilst offering significantly more features.
Whether Amazon intended it or not, they’ve essentially undermined any enthusiasm for their new device before it even ships. But that’s good news for anyone who wants a proper Fire TV stick with the full Android-based app library and no questions about app availability.
Here’s what’s on offer and which one might be right for you.
The Current Fire TV Lineup
Amazon’s streaming device family currently spans from the budget-friendly HD stick all the way up to the premium Cube, with each device targeting different needs and price points.
At the entry-level, you’ll find the HD stick for 1080p streaming. For 4K viewing, Amazon now offers three options – the new Select (which is not discounted), the standard 4K stick and the more powerful 4K Max.
At the premium end, the Fire TV Cube combines streaming capabilities with Echo speaker functionality.
Except for the Select, all other devices run Amazon’s Fire OS operating system (based on Android), giving you access to all major streaming services, plus features like Alexa voice control and integration with other smart home devices.
One thing to remember is that the Fire TV interface has become somewhat cluttered over the years, full of recommendations, Prime Video promotions, adverts, apps, and more – all crammed into rows and rows of thumbnails.
Therefore, it’s not the easiest to use (compared to the simple Roku interface, for example) – yet it’s quite flexible, and offers a lot to those who want maximum choice and streaming flexibility.
October 2025 Fire TV Deals
Amazon has lowered the price of almost every Firestick ahead of Prime Big Deal Days, and several of these discounts are better than what we saw during summer Prime Day.
Fire TV Stick HD (2024 Model)
Amazon’s entry-level streamer, launched late last year, brings Full HD streaming with HDR support. While it doesn’t support 4K, it includes the latest Alexa Voice Remote with TV controls – which was previously missing from their budget offerings.
Now discounted from £39.99 to £19.99, it’s an absolute bargain for secondary TVs or anyone who doesn’t care about 4K. That’s £5 cheaper than the August discount and probably better than any price we’ve seen previously.
At twenty quid, it’s hard to argue with the value proposition here.
Fire TV Stick 4K (2nd Gen)
Released in late 2023 (see my Fire TV Stick 4K review), this upgraded stick brings 4K streaming along with support for all major HDR formats, including Dolby Vision.
With its powerful processor and improved Wi-Fi 6 support, it offers significant improvements over the HD stick. Currently available at £25.99 (down from £59.99), it’s arguably the best value proposition in the entire streaming device market right now.
This is cheaper than both the August discount (£31.99) and summer Prime Day pricing. And here’s the kicker: it’s less than half the price of the new Fire TV Stick 4K Select, whilst offering more features (Dolby Vision, Wi-Fi 6, 2GB RAM vs 1GB).
If you’re in the market for a 4K streaming stick, this is the one to get at the moment. Don’t overthink it.
Fire TV Stick 4K Max (2nd Gen)
The flagship streaming stick (see my Fire TV Stick 4K Max review) features the most powerful processor in the range, along with Wi-Fi 6E support and 16GB storage (double that of other models).
With extra features like the Enhanced Alexa Voice Remote, it’s built for those who want the best possible streaming experience. Now reduced from £69.99 to £39.99.
This matches the best price we’ve seen for the Max, and here’s something remarkable: it’s £10 cheaper than the new Fire TV Stick 4K Select. The Select offers basic 4K with HDR10+, WiFi 5, and 1GB of RAM. The Max gives you Dolby Vision, Wi-Fi 6E, 2GB RAM, double the storage, and a better remote.
Fire TV Cube (3rd Gen)
The premium option in Amazon’s streaming lineup (see my Fire TV Cube review) combines a high-end streaming device with Echo speaker functionality.
With hands-free Alexa control and the most powerful processing of any Fire TV device, it’s perfect for those wanting a premium streaming hub. Currently discounted from £139.99 to £109.99.
It’s worth noting that the Fire TV Cube is getting a bit long in the tooth now – it launched back in 2022, and we were hoping to see a refreshed version at yesterday’s devices event. That didn’t happen, though Amazon may still have plans for a new Cube down the line.
Still, even at nearly three years old, it remains more powerful than any of the streaming sticks, and at this price it’s decent value if you want the Echo speaker integration and hands-free Alexa control.
Alexa Voice Remote Pro
This premium remote (see my Alexa Voice Remote Pro review) adds features like a remote finder, backlight and customisable buttons to any Fire TV device.
I’m a big fan of the Pro remote, and think every avid Fire TV Stick fan should be using it – but it’s usually quite expensive for a remote replacement. At its normal £34.99 price, it’s a tough sell. At £19.99, however, it becomes much more appealing.
This is the best price we’ve seen for the Pro remote, and if you’ve been tempted by the backlight or remote finder features, now’s the time to grab one.
Fire TV Soundbar Plus
I’ve tested a lot of budget and mid-range soundbars over the years – but this one actually surprised me, even at its normal price level, with clear, impressive sound, dialogue enhancer that works but doesn’t distort the rest of the audio too much, and particularly strong bass levels.
There’s an important word of warning though: the “Fire TV” name is just plain confusing, as there’s no streaming function at all – so this is NOT a streaming device, it’s just a soundbar that plays well with Amazon’s Fire TV sticks.
But if you ignore that and don’t expect any streaming or Alexa connections, you get a soundbar that punches way above its price class (see my full review of it here).
At the moment, it’s available for £169.99 (instead of the usual £249.99). That’s £20 cheaper than the August discount and represents genuine value for a soundbar of this quality.
Which Fire TV Stick Should You Get?
If you’re buying a Fire TV stick for a 4K television as your main streaming device, the answer is remarkably simple right now: get the regular Fire TV Stick 4K at £25.99.
It’s an absolute steal at this price. You get 4K streaming, Dolby Vision, Wi-Fi 6, 2GB RAM, and the full Fire TV app ecosystem. It’ll handle anything you throw at it, and it costs less than a takeaway curry.
The 4K Max at £39.99 is also excellent value if you want the absolute best performance, Wi-Fi 6E, or the Enhanced remote with its handy Recent and Settings buttons.
But the reality is that most people won’t notice a massive difference in day-to-day use compared to the regular 4K stick.
For secondary TVs, older non-4K sets, or if you’re simply budget-conscious, the HD stick at £19.99 remains excellent value. You’ll miss out on 4K and Dolby Vision, but it’s perfectly capable for Full HD streaming and still includes the proper Alexa Voice Remote with TV controls.
What About the New Fire TV Stick 4K Select?
Here’s the uncomfortable truth: with these discounts active, the new Fire TV Stick 4K Select doesn’t make any sense.
Amazon is positioning the Select as their “most affordable 4K streaming device yet” at £49.99. But right now, you can get the regular Fire TV Stick 4K for £25.99 – nearly half the price – and it offers more features (Dolby Vision, Wi-Fi 6, 2GB RAM instead of 1GB).
Even the 4K Max is currently £10 cheaper than the Select whilst being significantly more capable.
Yes, the Select runs the new Vega OS, which Amazon clearly sees as the future of Fire TV. But it also means a completely new app ecosystem where developers need to rebuild their apps from scratch.
Whilst Amazon has confirmed to us that BBC iPlayer, ITVX, Channel 4, Channel 5, and NOW will be available at launch, there’s still uncertainty around other services.
The established Android-based Fire TV sticks give you the full app library with no questions asked. And at these prices, they’re simply better value in every measurable way.
If you’re considering a Fire TV device right now, buy one of the discounted Android-based sticks before these deals end on October 14.
The Vega OS transition is inevitable in the end, but there’s no reason to jump in early when the current devices are this affordable and capable.
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