Which Amazon Fire Stick should I buy in the Prime Day deals? A simple guide to the key differences you need to know

Wondering about buying a Fire TV Stick? Now's the time to do it. Another Amazon Prime Day is imminent — this one will take place on Tues 6 and Weds 7 October — and Amazon-own device deals are a safe bet at events like this.

In fact, you don't even need to wait for the official Prime Day to arrive, because the price-drops have already landed. You can scroll down to see all the discounts in the US and the UK, with discounts on every single model, including the newly announced Fire TV Stick 4K. Because they're not 'official' Prime Day price-drops, you don't need a Prime membership to take advantage of them.

Based on previous events, I'm not expecting these prices to drop any further on Prime Day itself — you should be absolutely fine to buy now, although if you want to be on the safe side, I'm also not expecting them to sell out.

Want more info? Scroll down to learn more about how good these deals are, what a Fire Stick is in the first place, and how to tell the difference between the various identical-looking options.

US — Fire Stick options

UK — Fire Stick options

What is a Fire TV Stick and what does it do?

A Fire TV stick plugs into your TV's HDMI port to turn it into a smart TV, from which you can access various apps — including not just Amazon's own Prime Video, but all the best streaming services, from Netflix to Disney Plus.

These gadgets will also enable you to control your TV using your voice, via Alexa. This is a game-changer for commands that would otherwise require lengthy typing using your remote's arrow keys. Truly, is there anything more dull than painstakingly navigating your way through your own email address, one letter at a time?

Beyond that, there are capabilities specific to each of the different Fire TV Stick versions. I'll get into the key differences below...

What's the difference between the various Fire TV sticks?

The main distinguisher between the different Fire TV sticks is in the image, video and audio quality they support. All the options work with Alexa+ via the voice remote.

The very cheapest option — the standard Fire Stick HD — is the only one not to offer 4K Ultra HD picture. Most modern TVs support 4K picture, but if you have an older TV or an especially low-priced model, it might not. In that case, there's not much point going for anything other than this budget-friendly option.

Your next decision is whether you also want Dolby Vision and Dolby Atmos. Dolby Vision is an advanced form of HDR, in which the visuals are adjusted based on the performance of your particular TV’s screen — it’s especially useful for cheaper TVs, older mid-range TVs, or OLED TVs. Dolby Atmos is a 3D sound format that’s more immersive than regular surround sound.

Check first if your TV and speakers will work with these premium AV technologies in the first place — Dolby Vision is on a lot of TVs these days, but you still won’t find it on some cheaper models, and Samsung doesn’t support Dolby Vision full stop, instead featuring HDR10+ (which is competitor to Dolby Vision, but is less widely supported by streaming services).

If you don’t need either Dolby Vision or Atmos, you can choose between the Fire TV 4K Select or the new-in-September 2026 Fire TV Stick 4K. Both support 4K Ultra HD picture. The new addition comes with a redesigned Fire TV Remote, and Amazon promises a big speed upgrade compares to other 4K streaming sticks. Find out more about this new addition here.

Assuming your TV does support Dolby Atmos and Vision, and you want both, you can choose between the 4K Plus or 4K Max sticks. The key differences are that the latter offers twice as much storage, is faster to respond and open apps, and supports Wi-Fi 6E (which allows for support of the new 6GHz band) for a faster and strong wireless connection if your router also supports. In contrast, the Plus only supports regular Wi-Fi 6.

Finally, there's the Cube, which is a slightly different proposition. It's at least twice the price of all the sticks, and acts as a hub into which you can connect and control devices like your set-top box, games consoles, webcam and so on.

Key specs compared

How good are these deals?

These deals are excellent. They're in line with the kind of discounts we see every Prime Day and they're the cheapest prices we tend to see on these products. However, they're not quite as outstanding as they might first appear. Most of these models have had a sneaky list price increase to coincide with the discount, making the percentage off appear bigger than in originally would have been.

For instance, in the US the Fire TV Stick 4K Select has dropped to $17.99, which is the same price it was discounted to during the last Prime Day in June. However, the full price today is $49.99, whereas previously it was $39.99. The discount today is listed as 64%, compared to 55% off in June.

These list price increases might well stick around. Either way, regardless of any sneakiness surrounding discounts, these are still excellent deals and I'm not expecting prices to fall any further.

Want to dig in further? Here are the prices we saw during the most recent Prime Day event, in June 2026. Let's start with the US:

• Fire TV Stick HD: $34.99 — no discount
• Fire TV Stick 4K Select: $17.99 (was $39.99) — 55% off
• Fire TV Stick 4K Plus: $24.99 (was $49.99) — 50% off
• Fire TV Stick 4K Max: $34.99 (was $59.99) — 42% off
• Fire TV Cube: $89.99 (was $139.99) — 36% off

Now for the UK. Here are the discounts we saw during the June 2026 Prime Day event:

• Fire TV Stick HD: £19.99 (was £39.99) — 50% off
• Fire TV Stick 4K Select: £21.99 (was £49.99) — 56% off
• Fire TV Stick 4K Plus: £24.99 (was £59.99) — 58% off
• Fire TV Stick 4K Max: £39.99 (was £69.99) — 43% off
• Fire TV Cube: £109.99 (was £139.99) — 21% off

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