While Amazon’s flashy new speakers and Kindles grab attention, one of Panos Panay’s personal favourites is the humble A$89 Fire TV Stick 4K Select.

It’s the cheapest 4K streamer Amazon has ever released, undercutting its own higher‑priced models while retaining essential features.

The stick is part of Amazon’s broader new Fire TV lineup that also includes the new 2‑Series, 4‑Series and Omni QLED TVs.

To hit the price point, Amazon engineered the 4K stick to run on its in‑house Vega operating system – the same technology powering Echo devices – enabling smoother performance on less powerful hardware.

The result, Amazon says, is faster streaming, a refreshed UI and tighter Alexa+ integration.

The stick doesn’t support Dolby Atmos or Dolby Vision, but at A$89, it offers a strong entry point for households with older, non‑smart TVs.

It also includes the Alexa Voice Remote by default, something competitors often charge extra for.

The remote features dedicated buttons for popular streaming services and full voice control.

Fire TV sticks are a gateway to Amazon’s broader ecosystem.

Even as smart TVs become more common, Amazon says the stick market is “stable” – a low‑cost upgrade path for millions of homes worldwide.

The company is also pushing new full‑fledged Fire TVs with improved processors and Alexa+ integration, but Panay singles out the Stick 4K Select as the perfect blend of affordability and capability.

“It’s the cheapest possible 4K device, but with an incredible experience,” Panay said.

The stick offers access to over 350,000 movies and TV episodes across platforms such as Netflix, Prime Video, 7Plus, 9Now and Kayo Sports (subscriptions may apply). It also supports HDR10+.

Early next year, the Fire TV Stick 4K Select will also gain Xbox Gaming support.