Amazon has launched its Black Friday deals a full nine days early, with discounts now live across most of its Fire TV range ahead of the big shopping day on November 28.
The standout news is that the Fire TV Stick 4K Select – which launched just last month without any discount – has now dropped to £23.99 from £49.99. That’s more than half price for Amazon’s newest streaming stick.
However, not everything is cheaper than October’s sale. The regular Fire TV Stick 4K has actually gone up slightly to £29.99 (it was £25.99 in October), whilst the 4K Max and Cube have held steady at their previous sale prices.
It’s clear what Amazon is doing here: establishing the Select as the budget 4K option, with a meaningful price gap between it and the regular 4K stick. Last time around, they couldn’t discount the Select because it had only just launched – now they can create that distinction.
Here’s what’s currently on offer, and which one makes sense for you.
- November 22 Update: 3 Days in, and some Fire TV sticks have seen FURTHER reductions
The Current Fire TV Discounts
Amazon’s Fire TV lineup spans from the budget HD stick through to the premium Cube, with various 4K options in between.
Most sticks are currently discounted – along with the excellent Fire TV Soundbar and the Remote Pro.
Fire TV Stick 4K Select – £23.99 (Was £49.99)
Amazon’s newest streaming device has finally received its first discount, and it’s substantial – 52% off, bringing it down to £23.99.
This makes the Select the cheapest 4K streaming stick Amazon has ever offered, and at this price it’s genuinely compelling for anyone wanting basic 4K streaming on a tight budget.
However, the Select runs Amazon’s new Vega operating system, which comes with some big limitations compared to the traditional Android-based Fire TV sticks.
The Select supports around 900 apps compared to over 30,000 on the Android-based models. All the major UK streaming services are available (BBC iPlayer, ITVX, Channel 4, Channel 5, NOW, Netflix, Disney+, Prime Video), but less mainstream apps might be missing.
More importantly, VPN apps still aren’t available on the Select. Amazon initially promised they’d arrive “in late October”, then revised that to “later in November”, but they’re still not there.
Both NordVPN and IPVanish have confirmed their apps are ready and waiting for Amazon to push the software update.
If you rely on a VPN for streaming, the Select isn’t the right choice yet, regardless of the price.
The Select also doesn’t support sideloading at all – you can only install apps from the official Amazon Appstore, full stop. This is a fundamental limitation of Vega OS.
On the Android-based Fire TV sticks, you can install apps from outside sources if you want to (though Amazon has recently started blocking specific dodgy IPTV apps).
With the Select, that flexibility simply doesn’t exist. For most people who stick to mainstream streaming services, this won’t matter. But if you’ve ever sideloaded alternative apps, media players, or anything not available in Amazon’s official store, the Select isn’t for you. It’s a more locked-down device by design.
The Select also lacks Dolby Vision (it only supports HDR10+), has just 1GB of RAM instead of 2GB, and uses WiFi 5 rather than WiFi 6. It’s a more basic device overall, which is fine at £23.99 as long as you understand the limitations.
Fire TV Stick 4K (2nd Gen) – £29.99 (Was £59.99)
The regular Fire TV Stick 4K (see my review) is now £29.99, down from its £59.99 list price – a 50% discount.
This is £4 more expensive than October’s sale price of £25.99, but it’s still excellent value for what you’re getting.
At £29.99, it’s only £6 more expensive than the Select, and for that extra money you get Dolby Vision, WiFi 6, double the RAM (2GB instead of 1GB), access to the full Fire TV app ecosystem with over 30,000 apps, VPN support, and no questions about app availability.
For most people, that £6 difference makes this the better choice. You’re getting a significantly more capable device with proper support for HDR formats and a much wider app selection.
Fire TV Stick 4K Max (2nd Gen) – £39.99 (Was £69.99)
The flagship streaming stick (see my review) remains at £39.99, matching exactly what we saw in October.
That’s still £30 off the £69.99 list price, and it represents excellent value for the most powerful Fire TV stick you can buy.
The Max gives you the fastest processor in the range, WiFi 6E support, 16GB of storage instead of 8GB, and 2GB of RAM. You also get the Enhanced Alexa Voice Remote with its handy Recent and Settings buttons.
For anyone who wants the absolute best streaming experience, this is the one to get. The price hasn’t changed since October, but it’s still competitive – just £10 more than the regular 4K stick with noticeably better performance.
Fire TV Cube (3rd Gen) – £109.99 (Was £139.99)
The premium Fire TV Cube (see my review) is also holding steady at £109.99, matching the October pricing.
The Cube combines high-end streaming capabilities with Echo speaker functionality and hands-free Alexa control. It’s the most powerful Fire TV device you can buy, though it’s worth noting it launched back in 2022.
At £109.99 it’s decent value if you want the premium features and Echo integration.
Alexa Voice Remote Pro – £19.99 (Was £34.99)
The premium Alexa Voice Remote Pro (see my review) has also joined the Black Friday sale, dropping to £19.99 from £34.99.
This matches the excellent price we saw in October, and at this level it becomes much more appealing for Fire TV enthusiasts.
The Remote Pro adds several features that aren’t available on the standard remotes – a remote finder that helps you locate it when it’s lost down the sofa, backlit buttons for watching in the dark, and two programmable preset buttons you can customise for your favourite apps or channels.
It works with any Fire TV device, so if you’ve already got a Fire TV stick and want to upgrade your remote experience, this is a solid option at twenty quid.
Fire TV Soundbar Plus – £149.99 (Was £249.99)
The Fire TV Soundbar Plus (see my review) has also been discounted, now available at £149.99 down from £249.99.
This is £20 cheaper than October’s sale price of £169.99, making it the best price we’ve seen for this soundbar.
Despite the “Fire TV” branding, this is purely a soundbar – there’s no streaming functionality built in. It’s designed to work well with Fire TV sticks, but it’s not a streaming device itself.
That branding confusion aside, the Soundbar Plus punches well above its weight class. It delivers clear, impressive sound with a dialogue enhancer that actually works without distorting the rest of the audio, and particularly strong bass levels for a soundbar at this price point.
At £149.99, it represents excellent value for anyone looking to upgrade their TV audio without breaking the bank.
What About The HD Stick?
The Fire TV Stick HD is the only device in Amazon’s Firestick lineup that hasn’t received a discount, remaining at £39.99.
In October it dropped to £19.99, which was an absolute bargain for anyone with a non-4K TV or who wanted a secondary streaming stick.
It’s likely Amazon is keeping the HD stick at full price to position the Select as the clear budget option – at £23.99, the Select offers 4K streaming for less than the HD stick costs right now.
There’s still a chance the HD stick might get discounted as we get closer to Black Friday itself, but given Amazon’s apparent strategy of making the Select their entry-level recommendation, it might stay at full price throughout the sale.
If you specifically need a 1080p stick for an older TV, it might be worth waiting a few more days to see if the price drops. But if you’ve got a 4K television, the Select at £23.99 is the obvious choice over the HD stick at £39.99.
Which Fire TV Should You Get Right Now?
If you’re buying a Fire TV device today for a 4K television, the choice depends on your budget and priorities.
For most people, the regular Fire TV Stick 4K at £29.99 is still the best choice.
It’s excellent value for proper 4K streaming with Dolby Vision, WiFi 6, 2GB RAM, VPN support, and the full Android-based Fire TV app ecosystem. The extra £6 over the Select gets you a significantly more capable device.
If you want the absolute best performance, the Fire TV Stick 4K Max at £39.99 is worth the extra tenner. You get WiFi 6E, double the storage, a faster processor, and the Enhanced remote.
If you’re on a very tight budget and just want basic 4K streaming from mainstream services, the Select at £23.99 is tempting. But you need to understand what you’re giving up – no VPNs yet, fewer apps, no sideloading, no Dolby Vision, and weaker specs overall.
For anyone hoping to grab the HD stick at its October price of £19.99, you might want to hold off and see if that discount reappears closer to Black Friday.
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The select is 10 dollars in the US, with the Amazon home screen the way it is even free would be a hard sell.
I have a question for Or Goren, and it is if you are connecting a streaming device, be it a stick, a puck, a personal vcr etc to an already existing smart tv, is it good practice to disable the wi-fi connection for the smart tv. The reason I ask this question is while my wife and I were watching our lg c4 tv the other night, the tv screen suddenly went blank for about 1 second then came back on and here’s the worrying bit, proceeded to turn on the hands free alexa app on the tv, all with no input at all at our end. Having checked on the internet it appears it is good practice to disconnect the wi-fi as this can help prolong the life of the tv, reduced bloatware, reduced app update activity, improved privacey settings, this being done via the connected device rather than the tv alone. The obvious ommission is tv software updates, I feel that having 1 less connected device helps to reduce risks of unwanted hacks and attacks etc. and I would be intersted in your view on this subject, as you have said in other articles it is better to use a streamer rather than the smart tv apps.