Amazon’s Fire TV Stick 4K Is Getting a Rebrand
▼ Summary
– The author is a deals and gaming hardware editor who rejoined The Verge in May 2025 after previously working there and at Polygon.
– Amazon introduced the $39.99 Fire TV Stick 4K Select on October 15th, adding to its existing 4K and 4K Max streaming stick lineup.
– The naming and pricing of Amazon’s 4K streaming sticks is confusing, as the 4K Select costs the same as the 4K Max while the standard 4K is cheaper at $24.99.
– The Fire TV Stick 4K is actually the superior model with Wi-Fi 6, Dolby Vision, Dolby Atmos support, and more memory.
– Amazon plans to rename the Fire TV Stick 4K in the coming weeks to help customers better differentiate it from other models.
Navigating Amazon’s lineup of 4K streaming sticks just became more complex with the introduction of a new model. The Fire TV Stick 4K Select arrives on October 15th, priced at $39.99, and joins the existing 4K and 4K Max versions. This expansion creates potential confusion for shoppers, especially since the names don’t clearly indicate performance differences. Interestingly, the 4K Select carries the same price tag as the higher-end 4K Max, while the standard Fire TV Stick 4K currently sells for just $24.99.
Despite the naming similarities, the original Fire TV Stick 4K remains the superior device in terms of technical capabilities. It boasts support for Wi-Fi 6, Dolby Vision, and Dolby Atmos, along with increased memory compared to other models. Recognizing that the current naming convention might mislead customers, Amazon plans to address this issue directly. Company spokesperson Zack Brown confirmed that Amazon will rename the Fire TV Stick 4K in the near future to help consumers better distinguish between their streaming options.
This rebranding initiative should help clarify the product hierarchy for potential buyers. The name change announcement comes as welcome news for those struggling to parse the differences between models based solely on their current labels. While the new designation remains undisclosed, it prompts speculation about what Amazon might choose, perhaps something along the lines of 4K Plus or another variation that more accurately represents the device’s enhanced features.
(Source: The Verge)
