Amazon has once again expanded its Fire TV product line, and while the introduction of a new device theoretically provides consumers with more options, the growing family of similarly named streaming sticks may create as much confusion as excitement. Following its most recent hardware showcase, the company announced the arrival of yet another entrant in its 4K-capable lineup: the Fire TV Stick 4K Select, priced at $39.99 and set to become available on October 15th. This new model now occupies the same shelf space as the existing Fire TV Stick 4K and the Fire TV Stick 4K Max, further complicating what should ideally be a straightforward decision for buyers.
At first glance, merely comparing these product names provides little clarity. The labels—”4K Select,” simply “4K,” and “4K Max”—do not clearly communicate their differences in performance or technical specifications, which means that casual shoppers may find themselves puzzled when attempting to determine which model offers the best value. Price points add to the confusion rather than resolve it: the Fire TV Stick 4K Select carries an identical $39.99 price tag to the more advanced 4K Max, while the standard Fire TV Stick 4K currently sells for just $24.99. Normally, consumers might assume that progressively higher names and price increases align neatly with enhanced features, but in this case, those assumptions could actually lead one astray.
Despite the unsettling overlap, there are important distinctions worth noting. The Fire TV Stick 4K, which is arguably the strongest option from a performance perspective, stands out by offering support for faster Wi-Fi 6 connectivity, along with advanced video and audio technologies including Dolby Vision for superior color and brightness reproduction and Dolby Atmos for immersive soundscapes. In addition, it is equipped with more onboard memory, helping the device run more smoothly and manage applications more effectively. To prevent further marketplace confusion, Amazon has even recognized the inadequacy of its current naming strategy: according to spokesperson Zack Brown, the company plans to rebrand this model with a clearer title in the near future, one that will better distinguish it from its sibling devices.
This forthcoming change in nomenclature underscores Amazon’s awareness that simply adding numbers and modifiers to product names is insufficient for guiding consumers toward informed choices. While we do not yet know what exact name Amazon will settle on—speculation might range from something modest like “4K Plus” to a more flamboyant title along the lines of “4K Alexa Pro”—the company’s effort to refine branding is a necessary step in ensuring that its customers are not left guessing when all they want is a reliable, affordable, and powerful device for streaming their favorite content.
Sourse: https://www.theverge.com/news/791504/amazons-fire-tv-stick-4k-is-getting-a-new-name-soon
