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
79 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
79 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
79 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
79 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
79 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
79 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)

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