"Not only are we shipping a new Fire TV Stick - a faster and more powerful successor to our fastest-selling United Kingdom device ever -we're also rolling Alexa out to every single Fire TV device in the UK".
The announcement comes alongside a new version of the Fire TV Stick, a £40 model that comes with Alexa built in as well as a new processor and wifi components that Amazon says makes it 30% faster than the previous version. It's nice to see that the All-New Fire TV Stick is shipping to United Kingdom customers at long last, and existing Fire TV customers will probably like to have Alexa along for the ride. And after all, speaking commands like "Alexa, ask Uber to request a ride", without looking at a screen is Alexa's grand promise, isn't it?
The software update will make Alexa available to millions of customers with Fire TV devices already set-up in their home - without the need for any additional hardware.
The Amazon Fire TV Stick remains the entry-level product in the Fire TV range but, apart from 4K, there's not much to separate the Stick from the more expensive Fire TV box.
The device simply plugs in to a USB port on the side of a television screen.
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"This is a big day for Fire TV customers", said Jorrit Van der Meulen, Vice President, Amazon Devices International.
Amazon describes its new user interface as a "cinematic experience", with trailers and screenshots from shows and films embedded directly into the menus.
Since its inclusion on Amazon's Echo speakers, Alexa has grown into a formidable voice assistant.
Folks in the United States have had access to Amazon's All-New Fire TV Stick for about six months now, but today Amazon customers in the United Kingdom are getting in on the action. Before you can use the device's skills-Amazon's term for its audio controlled apps-you first have to enable them.
Fast, accurate voice search powered by Alexa also allows users to search quickly for apps and content across a variety of services.