Amazon increased all Fire TV Stick retail prices in Europe by as much as 20%

Amazon quietly increased the list price of all Fire TV Stick models in Europian countries, as spotted by YouTuber Free Tech. The increase seems to have occured around the middle of February and effects Fire TV Stick Lite, Fire TV Stick, Fire TV Stick 4K, and Fire TV Stick 4K Max prices in at least the UK, Germany, France, Italy, Spain, and the Netheralnds. Prices in the worst case increased by 20%.

In the UK, the latest generation Fire TV Stick Lite and Fire TV Stick were released in 2020 for £29.99 and £39.99, respectively. Those retail prices remained consistent over the years until February 15th, 2023 when Amazon increased their prices by £5 each to £34.99 and £44.99. The most egregious price increase was applied to the Fire TV Stick 4K which launched all the way back in 2018 for £49.99 and had been that price for over four years until it recently increased by 20% to £59.99. The most powerful and newest streaming stick in Amazon’s lineup, the Fire TV Stick 4K Max, increased from £54.99 to £64.99.

Similarly, Firestick prices in Germany, France, Italy, Spain, and the Netheralnds were also increased around the same time. The Fire TV Stick Lite and Fire TV Stick went from €29.99 to €34.99 and from €39.99 to €44.99, respectively, in all five of those countries. In the same regions, the Fire TV Stick 4K and Fire TV Stick 4K Max saw price increases from €59.99 to €69.99 and from €64.99 to €74.99, respectively.

Retail pricing for the Fire TV Cube, Amazon’s latest Fire TV model, has remained the same in all regions since it launched late last year. Fire TV Stick list prices in other regions, such as the US, Canada, India, Mexico, and Japan, have also not increased in the same manner as prices in Europe.

While Fire TV prices are constantly going up and down as sales come and go, the regular list price of Amazon’s streaming devices have historically always remained the same as the first day the device launched. This is the first time Amazon has ever increased the list price of any Fire TV model in this manner.

7 comments
  1. Kxavier says:

    U.S Get Ready

  2. Martin says:

    I’m in the UK and always wait for the numerous offers on the sticks before buying anyway.

  3. dennycranium says:

    Why is this even news?
    A 10 euro or British pound difference?
    Give up a Costa Lotta latte.
    For what a Firestick provides for $35 ish USD?
    We gotta get behind minor price increases.
    The WGA is on strike in USA, effectively shutting down studios in North America.
    The writers need to be paid more for their efforts.
    Yes, Brad Pitt will be fine but all the folks behind the camera are suffering.
    I know I’m gonna get flamed for this but I spent $40.00 for takeout to watch the NHL playoffs.
    SMH…

    • Mark says:

      The writers don’t need more money! They already write crap! Have you seen a “new” TV series lately? Akk remakes of shows from the past, and the remakes suck! Why you ask? Because no one has an imagination anymore. Hell, all that is needed to write a show today is that damn ChatGPT thing. Pay them more money, you’re out of your mind.

      • c ag says:

        You are correct sir on every point.
        Almost 100% WOKE garbage CRAP.
        We the People need to do to the main networks what we did to Bud Lite.
        Some exceptions… Yellowstone IMHO

      • Chris Faraday says:

        We don’t spend all our money on Costa coffee in the UK. That’s exclusive to you dumb yanks.

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