Amazon has simplified its Fire TV streaming device lineup, reducing the number of models from five to four. Effective September 29, 2026, the previous selection of Select, Plus, and Max variants has been consolidated. The new lineup consists of the Fire TV Stick HD, Fire TV Stick 4K, Fire TV Stick 4K Max, and the Fire TV Cube. This restructuring represents a 20 percent reduction in available models, aiming to reduce consumer confusion. The Fire TV Stick HD retails for $35, while the Fire TV Stick 4K is priced at $60. The 4K Max variant remains a high-performance option. The Fire TV Cube, last updated in 2022 and originally costing $140, completes the range. With Amazon's Prime Day event approaching next week, significant discounts are expected. The newly announced Fire TV Stick 4K will be offered at half price, retailing for $30. Despite the reduction in model count, consumers will still have access to a variety of options with substantial savings available during the upcoming sales event.

The days of picking between Select, Plus and Max are over. Amazon consolidated its streaming media player banner to four distinct devices. As of yesterday, the previous five-model range has been streamlined. It's a universally acknowledged truth that choice is good. But an over-abundance of choices can at best bring about confusion, and at worst lead to decision paralysis. Plenty of tech companies have stratified their product offerings so finely that making sense of them can feel like playing 3D chess. We've complained about Samsung and Lenovo doing this before, and more recently we asked why Amazon has five different Fire TV streamers. If you, like us, detest confusing product portfolios, today's news should (slightly) mollify your frustration. Alongside a new 4K streaming stick and remote control, Amazon announced today a simplified Fire TV device lineup.