Customers without a voice remote can use the Fire TV app for iOS and Android to access Alexa, in the same way they do today with Voice Search. It also has more stable, stronger 802.11ac Wi-Fi, the new Fire TV user interface and comes bundled with an Alexa Voice Remote.
Amazon said it hopes that by integrating the technology into the Amazon Fire TV stick it might make the voice recognition software a little more appealing than it appeared to be in the standalone Amazon Echo, which didn't have the market appeal Amazon was hoping for.
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 launch in the United Kingdom coincides with a big update - the Fire TV Stick can now be controlled using Amazon's Alexa technology, which means you can just use voice commands to choose your favourite shows to play.
The move was announced on the same day that Google Home, the tech giant's answer to Amazon Echo, went on sale in the UK. With voice command you'll be able to access Netflix, BBC iPlayer, ITV Hub, All 4, My5, Curzon Home Cinema, DisneyLife, BBC News and BBC Sport, as well as Prime Video and Amazon Video.
Australian Government joins local companies in YouTube advertising exodus
It won't happen overnight, but hopefully Google can show that they're happy to mend their ways in a relatively quick timeframe. Needless to say the brands didn't want association with such activities and have consequently pulled their ads from YouTube .
Alexa power users (and CNET) will point out that this voice-enabling capability was rolled out a year ago, but the new big change here is about semantics. All you need to do is ask, "Alexa, what's in the news?"
Amazon describes its new user interface as a "cinematic experience", with trailers and screenshots from shows and films embedded directly into the menus.
Amazon has been selling Fire TV devices since way back in 2014, and the rough concept has remained the same ever since.
The stick costs £40 and is available now.