Amazon today unveiled its latest "Fire" branded product, called the "Fire TV Cube." The company describes the device as a hands-free box that streams 4K Ultra HD video using Alexa voice controls. The set-top box appears to have many features similar (or coming soon) to the Apple TV 4K, with 4K HDR content, smart assistant integration, HDMI CEC, Dolby Atmos support, and more.

amazon fire tv cube 3
With far-field voice recognition, one difference between the two devices is that the Fire TV Cube relies on eight microphones embedded into the box to hear users across the room, whereas Apple TV 4K picks up commands solely via the handheld Siri Remote. The Fire TV Cube does ship with an Alexa Voice Remote, however, so handheld commands are also an option.

The Fire TV Cube appears to be similar to HomePod in regard to far-field voice commands, with advanced beamforming technology that suppresses noise, reverberation, currently playing content, and competing voices from other people "to make sure Alexa clearly hears your request."

“We believe voice makes it easier for customers to control their entertainment systems and watch the TV and movies they care about,” said Marc Whitten, Vice President of Fire TV. “And, it’s just the beginning. Amazon Fire TV Cube will only get better over time with the Alexa service always getting smarter.”

Another notable difference is the Fire TV Cube's compatibility with set-top boxes from cable companies including Comcast, DISH, and DirecTV. With the integration, users can ask Alexa to "switch to channel 31" and the Fire TV Cube will speak to the cable box to initiate the command.

With HDMI CEC, users can power their TV sets on and off, with Amazon giving the following example of this interaction: "Even with the TV off, simply say 'Alexa, play Billions on SHOWTIME' and Fire TV Cube powers on your TV and starts playback right where you left off."

amazon fire tv cube 2
Otherwise, the Fire TV Cube has a user interface that Amazon says puts "content forward" and is built around voice control. Commands include "Alexa, find sci-fi movies"; "Alexa, play the trailer"; and "Alexa, show me more results." Users can also initiate searches based on directors and actors.

Additionally, the company optimized Alexa responses for the big screen "with rich visual information," so users can view smart home camera feeds, check out the news, catch up with sports, look at the weather, and more after asking Alexa for each task.

The Fire TV Cube can be pre-ordered today and tomorrow for a special price of $89.99 (for Prime members only), and afterwards the device will cost $119.99. The Cube comes with 16GB of storage, a power adapter, IR extender cable, Ethernet adapter, Alexa Voice Remote, and will begin shipping out to customers on June 21. Anyone who buys the device and registers it by July 1 will get a $10 credit for Prime Video.

Tag: Amazon

Top Rated Comments

npmacuser5 Avatar
97 months ago
No they won't!
Amazon stuff is pure cr*p!
The Apple TV has top quality components - everything in it is quality.
This Amazon rubbish doesn't even have a dedicated 110-240V power supply. AS usual, the cheapest of the cheap is fitted in these Amazon throw aways!
It's like a Ferrari owner being jealous of the guy in the siege Ford Focus because it may have one or two more highly marketed 'mainstream' features!

Seriously, these Amazon pieces of mass produced rubbish are no match for the quality in Apple products. Anyone who doesn't realise that, really does not deserve to own an Apple product. An Apple product is of a pro grade that happens to be sold to everyone.

It amazes me how the masses will buy anything that's fed to them.
“It amazes me how the masses will buy anything that's fed to them.”
Like Apple Products at a premium price point. Goes both ways. I have both Apple and Amazon products. Good results with both. What best fits my needs the product I purchase.
Score: 6 Votes (Like | Disagree)
now i see it Avatar
97 months ago
It always amuses me how Amazon suddenly drops these interesting neat products with no fan fare or nothing. Just one day it shows up ready to buy.

Apple on the other hand is always about pomp & circus with press previews, pre orders, delays, back orders and in some cases, no product actually showing up for a year.
Score: 6 Votes (Like | Disagree)
mrow Avatar
97 months ago
Has the home screen been changed to only show apps and content I use or paid for. I hate seeing apps I have no use for which can’t be removed or advertising for content.

All I want to see is Netflix and Plex.
This so much! I can’t stand the fact that Amazon mixes their free content with paid content. If I have to buy it/rent it, I don’t want to see it.
Score: 5 Votes (Like | Disagree)
aristotle Avatar
97 months ago
Sorry, no more HDMI ports on my TV. ;-)
My Vizo TV has four ports but only HDMI 1 supports HDR so I bought this switch.

http://a.co/5zU1vAi

From amazon. Works great. I have my Xbox One S and Apple 4K attached. The Apple TV 4k is set to Dolby Vision as my TV supports both HDR10 and Dolby Vision.
Score: 4 Votes (Like | Disagree)
dilbert99 Avatar
97 months ago


It amazes me how the masses will buy anything that's fed to them.
Reminds me of every Apple fanboi
Score: 4 Votes (Like | Disagree)
johncarync Avatar
97 months ago
Nothing about the subject of the thread itself, but that's a pretty interesting MacBook Pro they have in one of the pictures. Also, I've been looking around for a similar box, thanks for the link!
Whoa! Thanks for catching that "all-touch-screen MacBook Pro" in the HDMI Switchbox images. I was able to find the original image. It's not some prototype Mac, it's just an idea a guy mocked up when the touch bar came out. https://www.behance.net/gallery/51014667/MacBook-Pro-2018
Score: 4 Votes (Like | Disagree)

Popular Stories

iOS 26

iOS 26.1 Coming Soon: New Features for Your iPhone and Release Date

Monday October 27, 2025 7:55 am PDT by
The upcoming iOS 26.1 update includes a handful of new features and changes for iPhones, including a toggle for changing the appearance of the Liquid Glass design, "slide to stop" for alarms in the Clock app, and more. Below, we outline key details about iOS 26.1. Release Date Given that Apple has yet to seed an iOS 26.1 Release Candidate, which is typically the final beta version, the...
iOS 26 Maps Glass

Apple Reportedly Moving Ahead With Ads in Maps App

Sunday October 26, 2025 6:22 am PDT by
Apple Maps could feature integrated ads as soon as next year, Bloomberg's Mark Gurman reports. In his latest "Power On" newsletter, Gurman said that Apple's plan to bring more ads to iOS is moving "gaining traction," with the Maps app being next in line. The project will apparently give restaurants and other businesses the option to pay to have their details featured more prominently in...
maxresdefault

Apple TV 4K Could Still Launch Before 2025 Ends: All the Rumored Features

Monday October 27, 2025 4:51 pm PDT by
Apple is designing an updated version of the Apple TV 4K, and rumors suggest that it could come out sometime in the next couple of months. We're not expecting a major overhaul with design changes, but even a simple chip upgrade will bring major improvements to Apple's set-top box. Subscribe to the MacRumors YouTube channel for more videos. We've rounded up all the latest Apple TV rumors. ...
iOS 26 Battery Glass Feature

iOS 26.1 Beta Liquid Glass Battery Drain Test: Tinted vs Clear Mode

Friday October 24, 2025 2:30 pm PDT by
In the fourth iOS 26.1 beta, Apple added a "Tinted" option that reduces the translucency of Liquid Glass for those who prefer a more opaque look. I saw some comments wondering whether the setting might preserve battery life, so I thought I'd do some testing. Test Settings I did four separate tests using the iPhone 17 Pro Max, and I kept the parameters as similar as possible. Here are the...
M6 MacBook Pro Feature 1

M6 MacBook Pro: Release Date, Pricing, and What to Expect

Monday October 27, 2025 9:15 am PDT by
Apple this month refreshed the 14-inch MacBook Pro base model with its new M5 chip, and higher-end 14-inch and 16-inch MacBook Pro models with M5 Pro and M5 Max chips are expected to follow in early 2026. However, these machines will represent the final update to the current design, with Apple reportedly developing a completely new version of the MacBook Pro packed with next-generation hardware...
iOS 26

iOS 26.1 Coming Soon With These 8 New Features for Your iPhone

Wednesday October 22, 2025 6:15 am PDT by
The upcoming iOS 26.1 update includes a handful of new features and changes for iPhones, including a toggle for changing the appearance of the Liquid Glass design, "slide to stop" for alarms in the Clock app, and more. iOS 26.1 is currently in beta testing. The update will likely be released in the first half of November, and it is compatible with the iPhone 11 series and newer, but some...
iOS 26

Apple Seeds iOS 26.1, iPadOS 26.1, and macOS Tahoe 26.1 Release Candidates

Tuesday October 28, 2025 1:07 pm PDT by
Apple today provided developers and public beta testers with the release candidate versions of upcoming iOS 26.1, iPadOS 26.1, macOS Tahoe 26.1, tvOS 26.1, watchOS 26.1, and visionOS 26.1 updates for testing purposes. The RCs betas come a week after Apple released the fourth betas. The new betas can be downloaded from the Settings app on a compatible device by going to General > Software...
swift for android

Developers Can Now Make Android Apps With Apple's Swift

Sunday October 26, 2025 4:23 am PDT by
The first preview release of the Swift SDK for Android was published this week, allowing developers to build Android apps in Swift with official tooling and making it easier to share code across iOS and Android. The SDK enables Android apps to be built in Swift using officially supported tooling rather than community workarounds. In June, it was announced that Apple's Swift programming...
ios 26 digital id passport wallet

Apple Says U.S. Passport Feature on iPhone is Coming Soon

Monday October 27, 2025 7:41 am PDT by
You will "soon" be able to add a digital version of your U.S. passport to your iPhone, according to Jennifer Bailey, vice president of Apple Pay and Apple Wallet. Bailey reiterated that the feature is coming soon during her keynote at the Money20/20 USA conference in Las Vegas on Sunday. On its iOS 26 page, Apple says the delayed feature will be "coming later this year." Apple's...