At £25, the Amazon Fire TV Stick is putting the pressure on the Roku Streaming Stick and Chromecast.
UpdatedIt's one of the slickest and more powerful of the streaming boxes, but is it worth the extra money?
The Amazon Fire TV box has started to ship in the UK at £79, bringing a speedy interface and gaming options.
VERSUSThe comparison of every other set-top box and streaming stick, including the new Google Nexus Player.
TechRadar DealsAmazon is currently running a promotion for its Prime members, giving them £30 off Amazon Fire TV.
ExclusiveAmazon may be snubbing Brits with its new TV box for now, but it's set to appear in time to put under the Christmas tree.
Netflix's Reed Hastings says the firm has no plans to follow Amazon into hardware because, hey, it's already on everything.