Amazon Fire TV A Star Of Prime Day Sales

By Patrick Moorhead - August 6, 2019

Unless you were living under a rock, you know that Amazon Prime Day, literally the biggest blow out shopping event only rivaling the holidays, took place last week. Amazon created Prime Day out of thin air and, for itself and partners, and it has brought much of the industry out of its summer shopping doldrums. Even Walmart and Best Buy got into the action with their deals.

One of the many draws of Prime Day is Amazon’s first-party hardware. Kindle devices, Echo hardware, Fire tablets, and more, were all on sale during the event. Given the products’ low prices and feature sets, it should be no surprise that Prime Day was the biggest event ever for Amazon devices. What’s more, Prime Day was also the biggest event ever for Fire Amazon TV. The company shared the following tidbits:

  • Fire TV Stick and Fire TV Stick 4K: Top-selling deals worldwide were Echo Dot, Fire TV Stick with Alexa Voice Remote, and Fire TV Stick 4K with Alexa Voice Remote.
  • Fire TV Edition Smart TV: Twice as many Fire TV Edition Smart TVs sold as of last year’s record-setting Prime Day adding to the millions already sold with solid brands like Toshiba and Insignia.
  • Fire TV Recast: July 15 was the best Amazon sales day for the Fire TV Recast, a DVR for cord-cutters.

The Fire TV sales success makes a lot of sense and not just because Prime Day was a huge shopping event, but also because this is where the streaming media player market is—consumers want powerful technology at affordable prices and Fire TV is what consumers want with its level of value and quality. Amazon has also increased its distribution and deepened its product lines. I have used every single Amazon Fire TV product except Smart TV Editions and what I really appreciate is that the experience gets better over time with software iterations adding features and improving UX. The home automation capabilities are the broadest and deepest, too.

First off, if it’s not evident, the market for cable boxes and cable services is being replaced by cord-cutting devices and services. The variety and accessibility of content are incredible, and all we have to do is look to the popularization of Netflix, Hulu, DirecTV Now, and Amazon Video. Along with an easy-to-use, 4K media experience, consumers also expect voice control, smart home control, and the ability to load apps like games, weather, and news. Fire TV devices deliver just that a killer price.

Fire TV devices now ship with the Alexa voice remote control including much easier to use volume control buttons.  I’ll admit, volume control with voice works and is cool, but with many family members in the room, the volume buttons help a lot. It also helped that the Fire TV Stick with Alexa Voice Remote was priced at $14.99, its lowest price ever. The 4K version was half-off at $24.99, a great deal.

While the Fire TV sales performance during Prime Days wasn’t a huge shocker to me, it’s nice to see some of the hard data that says it was. I believe it wasn’t just about the deals as the Fire TV family delivers a compelling consumer value proposition.

Patrick Moorhead
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Patrick founded the firm based on his real-world world technology experiences with the understanding of what he wasn’t getting from analysts and consultants. Ten years later, Patrick is ranked #1 among technology industry analysts in terms of “power” (ARInsights)  in “press citations” (Apollo Research). Moorhead is a contributor at Forbes and frequently appears on CNBC. He is a broad-based analyst covering a wide variety of topics including the cloud, enterprise SaaS, collaboration, client computing, and semiconductors. He has 30 years of experience including 15 years of executive experience at high tech companies (NCR, AT&T, Compaq, now HP, and AMD) leading strategy, product management, product marketing, and corporate marketing, including three industry board appointments.