Amazon-Built Fire TV launch in UK

Category: Brands
Amazon-Built Fire TV launch in UK

Nine years after launching their first Fire TV, Amazon are at last launching the Fire TV Omni QLED Series, Fire TV 4-Series, and the new Fire TV 2-Series to the UK.

Fire TV devices have been a fast growing segment in the US and Amazon will be hoping to replicate this in the UK. With deep Alexa integration, if you’re in the market for a new TV and, like so many of us, have been sucked into the world of Echo’s and voice control, then a new Fire TV should be on your list to consider.

This of course is exactly what Amazon want, if you have an Amazon telly box on the wall that you can talk to, add items to your Amazon shopping list, even complete an order via voice control without having to touch a device, then your new TV is likely to get you spending more on Amazon in the future. And what’s wrong with that for the millions who happily live in the Amazon world. As a retailer or brand however, it does make having your products available on Amazon even more crucial if that’s how a large segment of the UK audience ends up shopping.

First up however, while you may love the Fire TV experience which comes with Prime, Disney, Netflix, BBC Iplayer and a host of other apps, you may not be easily be able to access the full range of Freeview channels. There is always the TV Player app, but this is still limited (especially with the free version – paying for more channels will set you back about £7 a month). However there are a few HDMI ports so you can plug in your Virgin or Sky box although that kind of takes away from the experience of a smart TV. I don’t see anywhere on the specs that say you can plug in a normal COAX TV aerial so decide if the apps are sufficient for your needs – Wifi and Ethernet are the specified connectors!

The top-of-the-line Omni QLED Series features a stunning 4K Quantum Dot Technology (QLED) display, hands-free Alexa controls, and the Fire TV Ambient Experience which turns the TV into a beautiful and informative personal display that offers customers glanceable information, Alexa-powered widgets, and a beautiful canvas for artwork and photos when not streaming. This model is available at up to £300 discount in screen sizes from 43″ to 65″ and discounted pre-order prices from £349 – £699

The Fire TV 4-Series brings films and TV shows to life with 4K Ultra HD, HDR 10, HLG, and Dolby Digital Plus, while the Fire TV 2-Series offers the power of Alexa and Fire TV’s discovery-focused experience to any room at an affordable price. The Fire TV 4-Series ranges from 43″ to 55″ with pre-order discounted prices from £269 – £379 and the Fire TV 2-Series in either 32″ or 40″ with pre-order prices of £169 – £209.

With over 200 million Fire TV streaming players and smart TVs sold globally, Amazon’s relentless focus on making TVs a better, more intuitive experience for customers is resonating around the world. Televisions are the fastest growing segment of the Fire TV business and we’re excited to bring a full line-up of Amazon-built TVs with easy content discovery, integrated smart home controls, and Alexa voice control to the UK.

– Emma Gilmartin, Director, Fire TV Europe

All TVs are available for pre-order on Amazon UK, and will soon also be available from selected retailers. Fire TV 4-Series and 2-Series models as well as the Fire TV Omni QLED in 65” will begin shipping on the 12th of April, with all other Omni QLED sizes following on the 1st of June.


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