The Fire TV still might not be as content agnostic as Roku or as stupidly simple to use as Apple TV, and for people who already have last year’s Fire TV box, this is not a rush-to-upgrade product. But for Amazon lovers who subscribe to Prime; keep videos, photos, and music in Amazon’s cloud; and want the 4K support, it’s a no-brainer.
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The new Amazon Fire TV is the perfect Ultra HD box for Amazon Prime faithful without the smarts in their 4K TV; however for anyone else it's merely an okay streamer. It's slick and responsive, but the Amazon bias means you won't get the most from the box without Prime.
The Fire TV is an excellent set-top box which is powerful and well designed. The voice search works well too, but isn't available in all apps. There are other foibles, too, such as confusion over whether videos are included in your Prime Instant video subscription or not. Even so, the Fire TV is one of the best video streamers, but it really makes sense if you pair it with a Prime Instant Video subscription and use Amazon's other services. 4K content is still limited, and many 4K TVs already have the Prime Instant Video app. This means it's going to appeal to people who want 4K Prime Instant Video (or Netflix) but their TV doesn't have it. If that's you, just double-check your TV has an HDMI port which supports HDCP 2.2, otherwise you'll find 4K videos won't play.
The Fire TV still might not be as content agnostic as Roku or as stupidly simple to use as Apple TV, and for people who already have last year’s Fire TV box, this is not a rush-to-upgrade product. But for Amazon lovers who subscribe to Prime; keep videos, photos, and music in Amazon’s cloud; and want the 4K support, it’s a no-brainer.