Officially released yesterday, the Fire TV Stick has become Amazon’s fastest-selling UK device ever. No other device sold by Amazon has sold more units in the week after going on sale. The Fire TV Stick holds the same achievement in the US, and has now repeated the same success overseas. This victory was no doubt helped by Amazon’s recent tendency of offering Prime members exclusive pre-order discounts not available to all its customers. This trend started with the announcement of the Fire TV Stick in the US when Amazon offered Prime members 50% off the devices retail price. Amazon offered an identical deal with the Amazon Echo and now again with the Fire TV Stick in Germany, Austria, and the UK. However, Amazon took the promotion a step further by offering non-Prime customers in the UK an even larger 80% discount off the Fire TV Stick if they joined Amazon Prime. This was the first time Amazon enticed new Prime signups with a heft device discount, but judging by the Fire TV Stick’s success, it seems to have paid off.