Blog Post

Here comes Amazon Fire TV: Amazon announces its $99 TV set-top box

Stay on Top of Enterprise Technology Trends

Get updates impacting your industry from our GigaOm Research Community
Join the Community!

Amazon (S AMZN) officially announced a TV streaming box called Amazon Fire TV at its press event in New York Wednesday morning. The device is a set-top box with a dedicated remote control that is powered by a quad-core CPU and a dedicated GPU, which results in it being three times as powerful as competitors like Apple TV and Roku. Fire TV goes on sale immediately for $99.

The device comes with a dedicated remote control that enables voice input through a microphone button. The box itself is connected through 802.11 a/b/g/n dual-band Wi-Fi. There is also an Ethernet port, optical audio out, obviously HDMI and a single USB 2.0 port. Fire TV comes with 8 GB storage for apps as well as 2 GB memory.


The device will come with a number of featured third-party apps at launch, including Hulu Plus, Netflix, Quello, NBA GameTime, Plex, Vevo, TED amd Netflix and Hulu Plus are featured right on the home screen, and content of these apps is available through content recommendations that take into account which serves a viewer subscribes to. FreeTime also doubles as a kind of parental control for the device: Parents can set time limits for video viewing, and kids won’t be able to exit the app and access other content without their parents’ approval.

Amazon FireTV apps

Amazon Fire TV also integrates other Amazon services. Users who have the Amazon Cloud Drive app installed on their mobile devices can view photos on the TV right after they’re uploaded to the cloud. Subscribers can also access FreeTime, Amazon’s curated tier of content for kids, through the device.

Another key feature is gaming. Amazon wants to deliver thousands of gaming titles from publishers like Disney, Ubisoft and EA, but not directly go up against Xbox One and PS4, but rather target casual and mobile gamers. To do so, it will sell a dedicated game controller, dubbed the Fire Game Controller, for $40. For that price, consumers will also get 1,000 Amazon coins to spend on game titles. There will also be a multiplayer mode that will integrate tablets and phones. And yes, this is the game controller that leaked a few weeks ago.

The device goes up against competition from Apple, Roku and Google, whose devices all sell on as well. Kindle VP Peter Larsen took a direct stab at Roku Wednesday, demonstrating how hard it can be to find titles via search with a traditional remote control. He also quoted Amazon customer reviews of Apple TV, Roku and Vizio media streamers highlighting the same issue.

The new Amazon Fire TV uses voice search through its remote. Photo from Amazon.
The new Amazon Fire TV uses voice search through its remote. Photo from Amazon.

It had been clear for a long time that Amazon had been working on a TV streaming device. The company had hired a good chunk of the team that built Logitech’s (s LOGI) Revue Google TV box, and reportedly was looking to launch in time for the 2013 holiday season, but decided to delay the release for unknown reasons.

9 Responses to “Here comes Amazon Fire TV: Amazon announces its $99 TV set-top box”

  1. ReefBum

    I ordered this and after talking to customer support I requested RMA to send it back for refund. It will not work with my Logitech remote or any other universal remote and I’m not messing around with several remotes trying to watch my entertainment. For now I will stay with ROKU

  2. I think Amazon has gone the wrong way with this one. I’m not saying this isn’t a great product, just that based on where the market is heading this isn’t a good bet. The near future of streaming is sub-$50 options with extremely simple interfaces, like the Chromecast or Roku stick. The Amazon ecosystem has always been about appealing to the budget-conscious. If they came out with this box AND a $50 streaming stick, then I’d say they were on track. Maybe they’ll launch that closer to the holidays. That’s what I would do.

    The gaming aspects of this are definitely appealing to me, I might like to play some cheap tablet games on my TV occasionally. But there are rumors of a Nexus TV box in the first half of the year, so it makes sense to wait until that comes out or even for a Black Friday sale (that seems to be the best time to buy OTT equipment). The price is really a problem. For anyone who currently owns a Roku, Apple TV, or even a Chromecast, I’m not sure this box will be worth $99 to them. It sounds like some of the features are reserved for Kindle Fire owners, which also narrows the appeal.

  3. realjjj

    Maybe stop repeating the marketing line “dedicated GPU” , what it means is that it has a GPU. The SoC seems to basically be a Snapdagon 600 ,nothing special really.