Amazon’s Fire TV Stick 4K Renaming Sparks User Confusion
▼ Summary
– Amazon has rebranded its existing Fire TV Stick 4K as the Fire TV Stick 4K Plus to clarify its position in the product lineup.
– The author criticizes the name change as insufficient, arguing that Amazon still sells three confusingly similar 4K-ready sticks within a $10 price range.
– The Fire TV Stick 4K Select has half the RAM of the 4K Plus and 4K Max models, making it slower for navigation and app loading.
– The author advises against buying the 4K Select, noting that the superior 4K Max is often discounted and currently available for $34.99.
– Existing Fire TV Stick 4K owners have no reason to upgrade to the 4K Plus, as only the packaging and name have changed.
Amazon’s recent rebranding of its Fire TV Stick 4K to the Fire TV Stick 4K Plus has left many customers scratching their heads. While the company claims this move clarifies its product lineup, the reality is that it adds another layer of complexity to an already crowded field. With three different 4K-capable streaming sticks now available at nearly identical price points, consumers face a confusing purchasing decision rather than a clear upgrade path.
The original Fire TV Stick 4K name certainly presented some ambiguity, particularly when Amazon introduced the Fire TV Stick 4K Select at $39.99. However, simply slapping a “Plus” label on the existing model doesn’t resolve the fundamental issue. This naming convention forces buyers to remember where “Plus” models typically fall within product hierarchies and what additional features they might include. The core problem remains that Amazon offers three separate 4K streaming devices with minimal price differentiation, creating what appears to be a lack of coherent product strategy.
The technical distinctions between these models are relatively minor but important. The newly positioned 4K Plus and the existing 4K Max both contain double the RAM of the 4K Select, which translates to noticeably faster menu navigation and app loading times. While the 4K Select represents Amazon’s entry-level 4K option, its performance limitations make it difficult to recommend, especially when the superior 4K Max frequently drops to just $34.99 with promotional discounts.
For existing Fire TV Stick 4K owners, there’s zero reason to consider upgrading to this renamed device. Beyond the packaging and product name, nothing has fundamentally changed about the hardware or its capabilities. Amazon’s naming shuffle appears to be more about marketing positioning than delivering meaningful improvements, leaving consumers to navigate a confusing array of similar-looking options with minimal distinguishing features.
(Source: The Verge)
