Best Amazon Prime Day deals: Amazon Fire TV 4K now available for only £39.99!

The Ultra HD, Alexa-toting Fire TV has just had its price slashed in half

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Amazon's 4K Fire TV streaming media player is currently available for only £39.99 thanks to a fat 43% Amazon Prime Day discount.

The discount sees the Alexa-packing Ultra HD streamer drop in price from £69.99, generating a straight £30 saving.

Read more: Amazon Fire TV Stick 4K review

Here are the details of the deal in full:

Fire TV with 4K Ultra HD and Alexa Voice Remote Streaming Media Player | £39.99 (was £69.99)

Well this is a very welcome discount on Amazon's excellent Ultra HD streaming stick. That's because the Fire TV 4K is now available for only £39.99, instead of at its pre-Prime Day price of £69.99, which is a excellent 43% saving. We love the Fire TV 4K here at, with its access to 4K Ultra HD resolution, HDR, and Dolby Atmos audio very much floating our boat. At this price we think it is an absolute steal.
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Indeed, in our official Fire TV 4K review we stated that:

"If you want 4K HDR and don't want an Apple TV, this is the best option - unless you're totally embedded with Google apps and services (in which case you probably want the Chromecast). If you are a Prime member, then the Amazon Fire TV really elevates the Prime service and so the Fire TV really will represent everything you want from a streamer."

It is, simply, that good. And at this price should 100 per cent be on your radar if you are currently looking for an Ultra HD streamer, especially as the device packs in Alexa and all her AI skills and voice command functionality, too.