The original naming convention, while perplexing—does “4K Select” outperform or fall short of “4K”?—is insufficient on its own. Merely rebranding a series of four identical devices does not address the core issue. It expects consumers to mentally juggle the positioning of other “Plus” products within their respective categories, and infer the implications for this device’s functionality. This approach fails to tackle Amazon’s main hurdle: selling three 4K-capable sticks priced within a $10 margin of each other. Without a coherent strategy, the introduction of the 4K Select seems ill-conceived.

The variations among Amazon’s 4K-capable Fire TV Sticks are minimal. The 4K Select is equipped with only half the RAM of the 4K Plus and the 4K Max, likely resulting in slower navigation and app loading times. While I have yet to test it personally, it seems there’s little justification for purchasing it, especially considering the frequent discounts on the more advanced 4K models throughout the year. For instance, the 4K Max is currently available for $34.99 with a coupon code, offering a better deal.

There’s no compelling reason for existing or past owners of the Fire TV Stick 4K to opt for this new version. Aside from its packaging, nothing significant has been altered.