Amazon held its annual devices and services event today in New York, unveiling a new Fire TV lineup that marks the first step in a major turning point for the streaming platform.
The streaming star of the show? The Fire TV Stick 4K Select – Amazon’s first streaming device to run on the new Vega OS, ditching Android after more than a decade.
However, while Amazon spent much of the event showcasing AI-powered features through Alexa+, UK viewers will be left waiting – and wondering about some important details, such as the availability of British apps (but there’s some good news there – see more below).
The Fire TV Stick 4K Select: Amazon’s Vega OS Debut
Amazon is positioning the new Fire TV Stick 4K Select as the “fastest streaming stick under $40” (it’s $39.99 in the US). The device delivers 4K streaming with HDR10+ support, powered by Amazon’s new Vega operating system.
Amazon describes the device as its “most affordable 4K streaming device yet” – and at $39.99 in the US, that’s certainly true.
But here’s where things get a bit annoying: UK buyers will need to shell out £49.99 – that’s nearly $69 when converted. And while the UK price includes VAT, the difference is still quite noticeable.
The new Select sits below the existing Fire TV Stick 4K (£59.99) and the Fire TV 4K Max (£69.99) in terms of features.
Unlike its pricier siblings, the Select offers basic 4K HDR without Dolby Vision support, WiFi 5 rather than Wi-Fi 6 or 6E, and comes with the standard Alexa Voice Remote instead of the Enhanced version.
Furthermore, the Fire TV Stick 4K Select has only 1GB of RAM, compared to the 4K stick, which has 2GB. Hopefully, the new Vega OS can perform just as well with less RAM – but we’ll have to wait and see.
Still, for anyone who just wants straightforward 4K streaming without all the premium bells and whistles, it could be a decent option – assuming the app situation sorts itself out.
What Is Vega OS?
For years, Amazon’s Fire TV devices have run Fire OS, which is based on Android. Vega OS represents a complete departure from that approach.
Built on Linux rather than Android, this means every single app needs to be completely rewritten from scratch. Your existing Fire TV apps won’t simply work on Vega OS – developers need to create entirely new versions.
Amazon has been quietly testing Vega on some Echo devices for some time, but this marks its first appearance on a proper streaming stick.
Judging by the first photos provided by Amazon, the Fire TV’s Vega OS homescreen appears to be almost identical to the current Android-based homescreen – but we’ll have to wait and see how it performs in real-life use.
The company clearly sees this as the future of Fire TV, though they’re taking a cautious approach by starting with a single, affordable device rather than transitioning the entire lineup at once.
The new Vega OS will also power the refreshed Echo speakers announced today, suggesting Amazon is working towards a unified software platform across its device ecosystem.
The UK Apps Question
Here’s the elephant in the room: which apps will actually be available on the Fire TV Stick 4K Select when it launches in the UK?
In the US, Amazon has confirmed that major streaming services including Netflix, Plex, Disney+, Tubi, Pluto TV, and Paramount+ will be available from day one.
But what about the public broadcasters, Sky’s NOW, and other essential apps for UK viewers?
Update: Amazon confirmed to us that BBC iPlayer, ITVX, Channel 4, Channel 5, and Sky’s NOW will be available on the new Fire TV Stick 4K Select from day one.
“We’ve been working closely with our developers to ensure a seamless transition”, an Amazon spokesperson told Cord Busters, “and we’ll continue adding more apps regularly based on customer usage and feedback.”
This transition to Vega OS means app developers need to invest time and resources creating entirely new apps for what is, initially at least, a relatively small user base.
Not every service is going to rush to do that, which could leave UK users particularly exposed given our already-smaller app ecosystem compared to the US market.
Alexa+: All The AI Features You Can’t Use Yet
A substantial portion of today’s event focused on Alexa+, Amazon’s enhanced AI assistant. The demonstrations were promising – asking Alexa to find specific scenes within films, getting tailored viewing recommendations based on natural conversation, and jumping directly to content across multiple streaming services.
In one demo, the presenter asked Alexa+ to “find the scene where Hatteberg hits a home run,” and it immediately pulled up the appropriate moment in Moneyball.
It’s the sort of thing that sounds properly futuristic – though whether we’ll actually use these features regularly once the novelty wears off remains to be seen.
There’s just one small problem for UK users: Alexa+ isn’t available here yet. Amazon hasn’t even provided an estimated launch date for the UK market.
So whilst the new Fire TV devices technically support these AI features, UK buyers will be purchasing hardware capabilities they simply can’t access yet.
New Fire TV Televisions Join The Lineup
Amazon also refreshed its Fire TV television range, though these will continue running Android-based Fire OS rather than Vega – at least for now.
The flagship Omni QLED Series starts at £649.99 and features displays that are 60% brighter than previous models, with double the local dimming zones.
The upgraded processor makes these sets 40% faster than before, and they include OmniSense technology that can detect when you enter the room, displaying photos or artwork and powering down when you leave.
The more affordable 2-Series (starting at £249.99) and 4-Series (from £429.99) have been redesigned with ultra-thin bezels and are 30% faster thanks to new quad-core processors.
For the first time, OmniSense technology is featured on these budget models as well.
A new Dialogue Boost feature is coming to all the new televisions, allowing you to turn up voice volume without increasing background noise – always welcome for those of us who find ourselves constantly adjusting volume during films.
It’s worth noting that these TVs will “come soon”, whilst the Fire TV Stick 4K Select is available for pre-order today and begins shipping from mid-October.
What About The Fire TV Cube?
Conspicuously absent was any mention of a new Fire TV Cube. The current third-generation model launched way back in 2022, and whilst it remains the most powerful Fire TV device available, it’s undeniably getting long in the tooth.
Many of us were hoping to see a refreshed Cube, perhaps running Vega OS, but it seems Amazon is playing it safe.
Rather than transitioning multiple devices to the new operating system simultaneously, they’re testing the waters with a single, affordable streaming stick.
It makes sense from a business perspective – the larger the Vega OS user base grows, the easier it becomes to convince app developers to create new versions of their apps. Start small, build momentum, then expand.
But it does leave enthusiasts and power users wondering when – or indeed if – we’ll see premium Fire TV hardware running Vega OS.
The End Of Sideloading?
Here’s something Amazon didn’t highlight during the presentation, but which will concern a significant portion of Fire TV users: sideloading apps.
With Vega OS being a completely different platform from Android, the ability to sideload Android APK files is effectively finished.
Even if Vega allows some form of sideloading in the future (which is not the case at launch), you’d need apps specifically built for Vega OS – and those simply don’t exist in any meaningful way yet.
For users who rely on sideloaded apps for niche streaming services, alternative app stores, or other functionality not available through Amazon’s official channels, the Fire TV Stick 4K Select represents a significant step backwards.
Amazon likely sees this as an acceptable trade-off. Most mainstream users don’t sideload anything, and the company gains much tighter control over what runs on its devices (much like Roku, which stopped allowing “unofficial” apps a couple of years ago).
But for the enthusiast community that has long championed Fire TV devices, it’s another reminder that Amazon is moving away from openness and flexibility.
Should You Buy The Fire TV Stick 4K Select?
That depends entirely on your priorities – and your patience.
If you simply want an affordable 4K streaming stick and you’re confident that your essential apps will be available on Vega OS, the £49.99 price point isn’t terrible.
Though it’s worth considering the alternatives before you commit.
Amazon’s Fire TV Stick HD costs just £39.99 – a full tenner less than the new 4K Select. Whilst it only supports 1080p Full HD rather than 4K, it runs the established Android-based Fire OS with its full app library, and you know exactly what you’re getting.
If you don’t have a 4K TV or aren’t fussed about 4K streaming, it’s arguably the safer choice right now.
Or Consider Roku’s New Streaming Sticks
Roku updated its UK lineup earlier this year, and the new Streaming Stick Plus costs just £39.99 – the same as the Fire TV Stick HD, and a full tenner less than Amazon’s new 4K Select.
For that money, you get 4K streaming with HDR10, HDR10+ and HLG support, along with Roku’s famously clean, straightforward interface.
The Stick Plus comes with Roku’s Voice Remote (with TV volume controls), and you have access to all the UK streaming apps you’d expect – BBC iPlayer, ITVX, Channel 4, Channel 5, NOW, Netflix, Disney+, and plenty more.
If you’re willing to spend £49.99 (the same as the Fire TV Stick 4K Select), you could get the Roku Streaming Stick 4K instead, which adds Dolby Vision support and comes with a WiFi booster for better connectivity in rooms far from your router.
The regular Fire TV Stick 4K (the Android-based one that’s been around since 2023) also remains available at £59.99. For just £10 more than the new Select, you get Dolby Vision, Wi-Fi 6, and access to the full Fire TV app ecosystem without any questions about whether your favourite services will be supported.
The Bigger Picture
For UK buyers specifically, it’s worth waiting until we have clarity on which streaming services will actually support Vega OS at launch.
While having the major UK PSBs at launch is good news – we still don’t know about some of the other UK services (such as UKTV, Dazn, Premier Sports and many others).
And if you’re someone who values flexibility, uses sideloaded apps, or wants access to the full range of Fire TV applications, you should probably stick with the existing Android-based Fire TV devices whilst they’re still available.
Once Amazon transitions the entire lineup to Vega OS – which seems inevitable eventually – those days will be behind us.
The Fire TV Stick 4K Select is available for pre-order today at £49.99, with shipping beginning from mid-October.
The new Fire TV televisions will be “coming soon”, – which presumably means we’ll see them before the year is out.
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