Amazon's 4K Fire TV Stick is $38 for October Prime Day, a 45% cut from its usual price.
The Fire TV Stick 4K Plus (2025 model) is marked down to $37.99 from $69.99, a $32 savings, as part of Amazon's October Prime Day sale. The streaming dongle supports Wi-Fi 6, Dolby Vision, HDR10+, and Dolby Atmos, and plugs straight into an HDMI port with no setup beyond that. It also doubles as a lightweight game console: pair a controller with Luna or Xbox Game Pass and you can play titles like Call of Duty: Black Ops 7 and Hogwarts Legacy without buying a console. Alexa is built into the remote, so you can ask for show recommendations, control smart home gadgets, or just talk to it.
Amazon's own hardware tends to see the deepest discounts during its sales events, and this fits the pattern: a 45% price cut on a device Amazon already sells near cost to pull people deeper into its ecosystem. Pitching it as a mini game console is also a nudge toward Luna, Amazon's cloud gaming service, which still trails Xbox Game Pass and PlayStation Plus in name recognition.
At $38, it's cheap enough to be an impulse buy. Just remember the trade-off: more Alexa, more Amazon recommendations, and more ads on that home screen.