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The launch of Apple’s TV device caused quite a commotion. But, this week it’s Amazon’s turn.

The Amazon Company announced various updates that will roll out to the Fire TV gizmo. One of these updates consists in a brand new Fire TV set-top box that plugs into one’s TV and supports 4K Ultra HD video content. This is something that Apple cannot gloat about.

Something else that is new with this Fire TV top box is Alexa. The latter element is an assistant which of course is cloud-based and it is located in the Echo speakers and remote control. Even if Amazon had the voice search element included in the Fire TV remote controls, Alexa was not part of the package.

The TV box also has other improvements such as the 64-bit quad-core MediaTek processor and a faster GPU. It can support 802.11 AC Wi-Fi with MIMO, a feature that supposedly will give users a sturdier Wi-Fi streaming quality. Also the new remote control has been improved.

This new TV box retails for $99.99. The price includes the Alexa novelty, plus it is way cheaper than Apple’s TV gizmo. However the Fire TV stick won’t be getting an update, but Amazon implemented a few alterations regarding the latter’s software.

The box and the stick run on Fire operating system. The box contains 8 gigabytes of internal storage (expandable up to 128 gigabytes via a microSD slot).

And Amazon has some good news for avid players. The company will be offering an edition dedicated to gamers and this will also contain a revamped gaming console, a 32-gigabyte microSD card, and 2 games which you can download for free- all of this for the price of $140.

In simple lines, these all appear to be simple makeovers of Amazon’s products with a few enhancements regarding the hardware. But even if this is the case, consumers will undoubtedly be drawn it. The new and improved content diversity will be a strong selling point for most. We are referring here to Netflix, Showtime, Hulu, Vevo and more. According to Amazon, the Fire TV gizmos were sold like hotcakes in the US. But given the fact that no one knows an estimate number of units that have been sold, it is kind of hard to give Amazon credit.