Amazon’s new name for the Fire TV Stick 4K only adds more confusion for shoppers trying to make sense of its streaming lineup. The company has officially rebranded the original Fire TV Stick 4K as the Amazon Fire TV Stick 4K Plus, aiming to make the product lineup clearer—but it might have done the opposite.
After introducing the $39.99 Fire TV Stick 4K Select, Amazon claimed the rebranding would help customers distinguish between models. Instead, it’s made things murkier. The “Plus” label sounds premium, but with so many similarly priced sticks, the differences are tough to spot.
Amazon’s Naming Strategy Misses The Mark
Amazon’s new name for the Fire TV Stick 4K only adds more confusion because it assumes customers understand what “Plus” means across product lines. In Amazon’s case, that assumption doesn’t hold up. The company now offers four streaming sticks—three of which are 4K-ready and priced within $10 of each other.
Without a clear strategy, this rebranding seems more like a marketing patch than a real fix. Amazon’s biggest problem isn’t the names—it’s the redundancy. Shoppers shouldn’t need a chart to figure out which Fire TV Stick to buy.
The Real Differences Are Minimal
The Fire TV Stick 4K Select may sound appealing at first glance, but it’s actually a downgrade in several areas. It has half the RAM of the 4K Plus and 4K Max, which means slower performance when switching apps or navigating menus.
Unless you’re chasing a bargain, the 4K Max remains the better buy. In fact, during sales, the 4K Max often costs less than the lower-tier models. Right now, it’s available for around $34.99—cheaper and faster than both the 4K Select and the new 4K Plus.
Amazon Still Has Too Many Fire TV Options
At this point, Amazon’s Fire TV lineup feels unnecessarily bloated. Between the Fire TV Stick Lite, Fire TV Stick, Fire TV Stick 4K Select, Fire TV Stick 4K Plus, and Fire TV Stick 4K Max, most buyers will struggle to tell them apart. The new name doesn’t make things simpler; it adds yet another layer of confusion.
If you already own a Fire TV Stick 4K or 4K Max, there’s absolutely no reason to upgrade. The performance differences are minimal, and the “Plus” doesn’t bring any game-changing features.
Confusion By Design?
Amazon’s new name for the Fire TV Stick 4K only adds more confusion to an already complicated product family. Instead of making it easier for customers to choose, the company’s naming strategy feels like a branding maze.
For now, the Fire TV Stick 4K Max remains the smartest buy—it’s faster, better supported, and often discounted. As for the new Fire TV Stick 4K Plus, it’s just another reminder that sometimes, “new” doesn’t mean “better.”
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