In 2016, a new Fire TV Stick was announced by retail giant Amazon. The new Fire TV Stick came with updated hardware and Amazon’s virtual assistant named Alexa. The streaming stick went on sale in the US only, but now Amazon is starting to sell it in the UK. The new Fire TV Stick is being sold in the UK for £39.99. The streaming device is for sale at a bunch of UK retailers, as well as on Amazon. These retailers include Currys PC World, Dixons Carphone, Argos, John Lewis, Tesco, Maplin, and Shop Direct.
The Alexa feature on the device allows you to control apps, music, and videos which are being played on the stick. The aim is for the assistant to decrease the amount of time you use controlling the device with a remote, and use your voice instead. Alexa works very well as far as virtual assistants go, so there should be no performance issues. This hardware upgrade is very similar to Apple installing Siri into their latest Apple TV box; hopefully, Amazon manages to integrate the assistant better than Apple did.
Alongside the launch of the new Fire TV Stick in the UK, Amazon has also announced a new software update for all Fire TV devices in the UK. This software update will introduce Alexa to the device. It will start rolling out to customers over the next few weeks. The update will upgrade every existing Fire TV Voice Remote (the old remote) to an Alexa Voice Remote (the new remote). Fire TV devices without a voice remote will also have the ability to be controlled by Alexa, but this will be done through the Fire TV app, instead of through the hardware remote.
As mentioned, the streaming device is on sale at this moment in the UK, and can be found on Amazon here.