Amazon just quietly raised the price of all its Fire Sticks ‣ Diverse Daily

If there’s one thing that’s sadly become all too common in the tech world in 2026, it’s price hikes.

All year long, companies have been raising prices amid the ongoing global memory shortage, driven largely by surging demand for RAM and storage from AI companies. Apple raised the prices of its Apple TV 4K, Macs, and iPads earlier this year in response, while Roku did the same with its streaming hardware, increasing the prices of the Roku Ultra and its streaming sticks. Now, another major price hike is here, this time from Amazon.

Amazon has quietly raised the price of its entire Fire TV Stick lineup, with increases ranging from $5 to $25.

The Fire TV Stick 4K Max, the company’s top-tier offering, has seen the biggest increase, rising $25 from $60 to $85. Meanwhile, the Fire TV Stick 4K Plus now costs $70, up $20 from its original $50 price.

Amazon’s newer Fire TV Sticks, the Fire TV Stick 4K Select and Fire TV Stick HD, both of which run Vega OS, the company’s new Linux-based operating system, weren’t spared from the price hikes either. The 4K Select now costs $50, up $10, while the Fire TV Stick HD now costs $40, up $5.

Additionally, the Fire TV Cube, Amazon’s set-top streamer, has been hit with a price hike, now costing $200, up from $140.

You can check out the chart below for a full breakdown of these price hikes:

Amazon says the price hikes are due to the global memory shortage

The era of cheap 4K streaming sticks is over

What’s strange about these price hikes is that Amazon didn’t officially announce them, as Apple and Roku both did before raising their prices. Looking at the price history for all of its Fire TV Sticks, it appears the price hikes took effect across the board on August 21.

I only found out about the increase because I was looking at the Amazon app on my phone, noticed the $85 price tag for the Fire TV Stick 4K Max, and immediately knew that was much higher than what I’m used to seeing it sell for.

Pocket-lint reached out to Amazon for clarification on the price hikes and heard back from an Amazon spokesperson, who provided the following statement:

“The consumer electronics industry is facing significant increases in memory and storage component costs. After absorbing these increases for as long as we could, we recently adjusted pricing across our product lines. Our approach has always been to offer great products at accessible prices, and that commitment hasn’t changed.”

Essentially, like all the other companies that have raised prices this year, including Apple, Sony, Nintendo, Microsoft, Roku, Samsung, Asus, and others, Amazon is attributing its price hikes to the ongoing global memory shortage.

The Fire TV Stick 4K Max used to be one of the best-value streaming devices, but at $85, it’s now really hard to recommend, especially when Google has kept the price of its Google TV Streamer at $100.

Update 21/08/2026 4:45 pm ET: This story was updated to reflect the statement received from Amazon.