Amazon launched the new Fire TV Stick 4K (3rd Gen) with an introductory price in most big markets, and the deadlines are not the same everywhere. The US deal is tied to Prime Big Deal Days. The UK runs to 13 October. Germany, France and Italy end a day earlier.
Below are the prices I could verify on Amazon's own listings or announcement, the deadlines converted across time zones, the countries where it is on sale, and a short checklist so you do not buy the wrong stick in a rush.
Prices by country
| Country | List price | Launch price | Launch price ends | Source |
|---|---|---|---|---|
| United Kingdom | £69.99 | £32.99 | 13 October, 23:59, or while supplies last | Amazon UK listing |
| United States | $59.99 | $29.99 | Limited time during Prime Big Deal Days (6-7 October). AFTVnews: promo code 4KINTRO through 7 October | Amazon News; AFTVnews |
| Germany | €74.99 | €34.99 | 12 October, 23:59, or while supplies last | Amazon.de listing; Hardwareluxx, heise |
| France | €74.99 | €35.99 | 12 October, 23:59, or while supplies last | Amazon.fr listing; Frandroid |
| Italy | €74.99 | €35.99 | 12 October, 23:59, or while supplies last | Amazon.it listing; Hardware Upgrade |
| Canada, Japan, Mexico, Spain, Switzerland, Australia | On sale from 30 September per Amazon. Local prices not verified here: check your local Amazon store. | Amazon News | ||
Amazon's announcement says “additional countries” follow in late October. FlatpanelsHD also lists Ireland and New Zealand, and Amazon's developer spec sheet names New Zealand among the marketplaces, but neither appears in Amazon's own launch-country list, so treat those as unconfirmed for now.
US shoppers: Amazon describes the $29.99 price as a Prime Big Deal Days offer, and Prime Big Deal Days is for Prime members. Check whether the code or price applies to your account at checkout.
When the launch prices end, in your time zone
Amazon's European listings give 23:59 on the stated date. I am assuming each store means its own local time (CEST for Germany, France and Italy). The US row uses Prime Big Deal Days' published close of 11:59 pm PDT on 7 October; AFTVnews' “through 7 October” for the code fits that, but Amazon has not given the code's exact cut-off.
| Offer | Local end | UK (BST) | Central Europe (CEST) | US Eastern (EDT) | US Pacific (PDT) |
|---|---|---|---|---|---|
| US $29.99 (Prime Big Deal Days) | 7 Oct, 23:59 PDT | 8 Oct, 07:59 | 8 Oct, 08:59 | 8 Oct, 02:59 | 7 Oct, 23:59 |
| DE / FR / IT launch price | 12 Oct, 23:59 CEST | 12 Oct, 22:59 | 12 Oct, 23:59 | 12 Oct, 17:59 | 12 Oct, 14:59 |
| UK £32.99 | 13 Oct, 23:59 BST | 13 Oct, 23:59 | 14 Oct, 00:59 | 13 Oct, 18:59 | 13 Oct, 15:59 |
“While supplies last” means any of these can end early.
The new remote, if you only want that
The new Fire TV Remote is on pre-order separately: $14.99 in the US, £13.99 in the UK and €15.99 in France, Italy and Germany. Listings show 22 October 2026 as the release date. I go through compatibility in the remote guide.
Where the new stick sits in the UK line-up
Cord Busters' UK table, built from Amazon's sale prices on launch day, puts it like this: Fire TV Stick HD £19.99 (RRP £59.99), 4K Select £21.99 (RRP £64.99), new 4K £32.99 (RRP £69.99), 4K Plus £34.99 (RRP £79.99) and 4K Max £46.99 (RRP £99.99). I confirmed the new 4K and the 4K Max figures on Amazon UK on 1 October. Cord Busters says those sale prices run to 13 October or while stock lasts.
Two of those, the HD (2026) and the Select, run Vega like the new stick. The 4K Plus and 4K Max run Fire OS. The 4K Plus is being phased out, per Cord Busters.
Pre-purchase checklist
- Decide whether Vega OS is fine for you. No sideloading, no Downloader, no Kodi. Check any app you rely on is in Amazon's Appstore for Vega before you buy. Details in what stops working.
- Check your TV. A Dolby Vision TV will not get Dolby Vision from this stick (HDR10, HDR10+ and HLG only). Look for a USB port near the HDMI input if you want Direct Power.
- Know what is in the box. Stick, new remote and a 0.4 m USB-C cable. No wall adapter. HDMI extender sold separately. More in the Direct Power guide.
- Do not confuse the names. “Fire TV Stick 4K” in older listings and second-hand ads can mean the Android-based 2nd Gen. The new one says “newest gen” and carries the “prevents sideloading” note on Amazon's page.
- Buy from your own country's store. The UK listing says Alexa+ Early Access needs a personal, UK-based Amazon account with English set, and after Early Access ends (with at least 30 days' notice) Alexa+ will be included with Prime. Alexa+ terms differ by country.
- Check the offer before you pay. Make sure the launch price shows at checkout, not just on the product page.
- Already own a 4K Max? Read why I would keep it before you spend anything.
If it suits you, the listings are here: Amazon UK · Amazon US · Amazon DE · Amazon FR · Amazon IT.
Is the launch price good value?
At £32.99 or about €35 it is a fair price for a 4K stick that only needs mainstream apps. At the full £69.99 or €74.99 it is a harder sell, because it costs more than the Select did and gives you less than the outgoing 4K Plus. If you are buying, the launch window is the time to do it. If you are not sure, waiting costs you the discount, not the stick: it is Amazon's core 4K model now and is not going anywhere.
FAQ
How much is the new Fire TV Stick 4K in the UK?
£69.99 list price, with a £32.99 introductory price on Amazon UK until 13 October at 23:59 or while supplies last.
How much is it in Germany, France and Italy?
€74.99 list price. Launch prices are €34.99 in Germany and €35.99 in France and Italy, until 12 October at 23:59.
Is the US price $29.99 for everyone?
Amazon ties it to Prime Big Deal Days, a Prime member event on 6-7 October. AFTVnews reports a 4KINTRO code through 7 October. Check at checkout.
Is it available in Canada?
Amazon lists Canada as a launch country. I have not verified the Canadian price.
Does it come with a plug?
No. It ships with a short USB-C cable for the TV's USB port. A wall adapter is sold separately.
Best IPTV boxes to buy
These are certified Android TV / Google TV media boxes and sticks that can run players and licensed apps from Google Play. They are not pirate hardware. They do not come with channels or playlists. I am not claiming I personally lab-tested every SKU this month.
Buy one of these when: Fire TV sideload is a hassle on your model, you want Play Store apps on a proper TV OS, or you want a dedicated player shell behind the sofa. No Fire Stick is on this shortlist.
- NVIDIA SHIELD TV Pro: the premium pick, a certified Android TV player with AI upscaling, Dolby Vision/Atmos and Gigabit Ethernet for the main living-room telly. Amazon UK | Amazon US | Amazon DE | Amazon FR | Amazon IT
- Google TV Streamer 4K: solid Google TV living-room default with Ethernet, 32GB storage and Dolby Vision/Atmos. Amazon UK | Amazon US | Amazon DE | Amazon FR | Amazon IT
- Xiaomi TV Box S (3rd Gen): Google TV box with 32GB storage, Wi-Fi 6 and Dolby Vision/Atmos, the cheaper box route than the Streamer. Amazon UK | Amazon US | Amazon DE | Amazon FR | Amazon IT
- Xiaomi TV Stick 4K (2nd Gen): budget Google TV stick with Wi-Fi 6 and Dolby Vision/Atmos when you want HDMI-simple, not a full box. Amazon UK | Amazon US | Amazon DE | Amazon FR | Amazon IT
- Strong LEAP-NOVA: Google TV certified 4K stick on Android 14 with 32GB storage, Wi-Fi 6 and Dolby Vision, for a second telly. Amazon DE | Amazon FR | Amazon IT
- MECOOL MEon1: Google TV certified 4K box with AI upscaling and 32GB storage for a dedicated player behind the sofa. Amazon UK
Still a Fire Stick shopper? Fine for Amazon Video and the Appstore universe. Not the shortlist above. And none of these boxes magically make unlicensed streams legal.
