Amazon’s new name for the Fire TV Stick 4K only adds more confusion
Key Takeaways
- Amazon renamed the original Fire TV Stick 4K to the Fire TV Stick 4K Plus after launching the cheaper 4K Select model.
- The name change is criticized for failing to resolve the confusion caused by having three 4K-ready sticks priced closely together.
- The new 4K Select model has less RAM than the 4K Plus and 4K Max, suggesting slower performance.
- The author believes there is currently no good reason to buy the rebranded 4K Plus, especially when the superior 4K Max is discounted.
- Existing owners of previous Fire TV Stick 4K models have no incentive to upgrade to the 4K Plus as the hardware is otherwise unchanged.
Following the debut of the $39.99 Fire TV Stick 4K Select, Amazon renamed its standard Fire TV Stick 4K to the Fire TV Stick 4K Plus to clarify its position in the product lineup. Critics argue that this mere name change is insufficient because Amazon continues to offer three distinct 4K-ready sticks priced very closely, demanding mental gymnastics from consumers to understand the subtle differences. The key technical distinction noted is that the 4K Select has half the RAM of the 4K Plus and 4K Max, which will likely result in slower performance when navigating menus or launching apps. Given the minimal improvements and the current discount making the superior 4K Max cheaper than the new 4K Select, the author suggests there is currently no compelling reason to purchase the rebranded 4K Plus. Furthermore, current owners of any previous 4K Stick have no reason to upgrade as the hardware remains unchanged aside from the packaging.
