Sure, the original name was confusing (is 4K better or worse than 4K Select?), but a simple name change in a lineup of four identical gadgets isn’t enough. This assumes you’re willing to do the mental gymnastics to remember where other “Plus” products fall in their respective ranges and what that might mean for this device’s capabilities. This doesn’t solve Amazon’s biggest problem, which is that it still sells three 4K-compatible sticks within $10 of each other. Without a readable strategy, it probably shouldn’t have introduced 4K Select in the first place.
The differences between Amazon’s 4K-capable Fire TV Sticks are minimal. The 4K Select includes half the RAM of the 4K Plus and 4K Max, meaning it will almost certainly be slower to navigate menus and access apps. I haven’t tested it, but I don’t think there’s a good reason to buy it now, or ever, especially during the many times when the more expensive 4K models are discounted throughout the year. Right now, you can buy the superior 4K Max for $34.99 with a promo code.
Needless to say, there is absolutely no reason for current or previous Fire TV Stick 4K owners to get this new one, because the packaging aside, nothing else has changed.
