Amazon has increased the price of its Fire TV Sticks, citing the global AI boom and a memory crisis that has hit technology firms worldwide. Costs across all products have risen, and the Fire TV Stick range is now affected.
The flagship Fire TV Stick 4K Max has jumped from £69.99 to £99.99, meaning the premium streamer now costs almost £100. Even the entry-level Fire TV Stick HD has gone up by £20, rising to £59.99.
Limited-time sale offers big discounts
For those who act quickly, Amazon has launched a limited-time sale that cuts the cost of several Fire TV devices well below their new prices. The Fire TV Stick 4K has been reduced from its new £79.99 price to £36.99 – a saving of more than 50%. The Fire TV Stick HD is currently £23.99, down from £59.99, giving shoppers a 60% saving. Meanwhile, the Fire TV Stick 4K Max is available for £47.99, saving £52 on its new £99.99 price.
The 4K Max offers 4K streaming, speedy Wi-Fi 6E, a faster processor and Amazon's Ambient Experience, which can transform a television into a digital artwork display using a selection of images.
Where to find the deals
These prices are only available for a limited time, so anyone considering an upgrade may want to act quickly before the discounts disappear. Retailers including Argos and Currys are also offering discounts on Fire TV devices.
Tech prices are climbing rapidly, with the global AI boom playing a major role. Data centres are consuming vast quantities of memory chips, processors and storage, putting pressure on supplies and increasing costs for manufacturers. New chip factories can take years to build, meaning supply cannot quickly catch up with soaring demand. Higher energy, transport and manufacturing costs are also adding to the pressure, while currency fluctuations and tariffs can make imported gadgets even more expensive in the UK.
Manufacturers are passing at least some of those extra costs on to consumers, meaning phones, laptops, TVs and other tech are becoming noticeably more expensive.
