Amazon has rebranded its existing Fire TV Stick 4K as the Fire TV Stick 4K Plus. This change follows the recent introduction of the $39.99 Fire TV Stick 4K Select and is intended to clarify the product’s position in the lineup.
The company previously informed The Verge that a name change for the original device was forthcoming. The initial naming convention created uncertainty regarding whether the standard “4K” model was superior or inferior to the new “4K Select” version. The adjustment to “4K Plus” aims to resolve that specific confusion. However, this rebranding does not alter the underlying product structure, which now includes three distinct 4K-capable streaming sticks priced within a $10 margin of one another. The introduction of the 4K Select has resulted in a more crowded and complex product hierarchy for consumers to navigate.
The technical distinctions between Amazon’s 4K streaming devices are minimal but affect performance. The Fire TV Stick 4K Select is equipped with half the RAM of both the newly named 4K Plus and the top-tier 4K Max. This reduction in memory is expected to lead to slower navigation through menus and longer loading times for applications. The pricing structure further complicates consumer choice. At the time of the announcement, the superior Fire TV 4K Max model was available for $34.99 using a coupon code, a price point lower than the less powerful $39.99 4K Select.
For current or previous owners of the original Fire TV Stick 4K, the rebranded Fire TV Stick 4K Plus offers no hardware or feature upgrades. The device itself remains identical to its predecessor. The only modification is the product’s name and its corresponding packaging, meaning there is no functional incentive for existing users to acquire the newly designated model.
