Amazon Gears up to Sell Fire TVs



Amazon Expands its Private Label Empire

Amazon (AMZN) is entering the television market, announcing two branded Fire TVs which will include Alexa, its voice assistant. This marks Amazon’s latest push to expand its private label business which already includes apparel, groceries, home decor, and other items.

Amazon is pricing its two new TVs competitively. The Fire TV Omni Series is starting at $409.99, and the Amazon Fire TV 4 Series will start at $369.99. Consumers can purchase the TVs in October from Amazon or through Best Buy (BBY).

TVs Are a Low-Margin Business

By launching branded TVs, Amazon is entering an area of consumer electronics which is known for low margins. Apple (AAPL) has looked at the market for years, but so far has only launched a streaming device and video streaming service, Apple TV+. Low margins likely will not deter Amazon, which has shown its willingness to chase market share at the expense of profits in other areas of its business.

Amazon’s Fire TV operating system has been in Toshiba and Best Buy brand TVs for several years. Amazon said it will continue to maintain its partnerships despite launching competing products. On Thursday the online retailer also announced new Fire TVs from Toshiba and Pioneer.

Competition Heats Up

Amazon wants to differentiate its TVs by equipping them with far field voice controls. This technology enables users to ask Alexa questions without a remote. The TVs will range in size from 43 to 75 inches and boast 4K resolution. Later in the year Amazon plans to roll out an update which will let customers control smart devices in the home via a dashboard on the TV.

Amazon’s FireTV streaming sticks are currently leading in the industry, but rival Roku (ROKU) is closing in. This has prompted Amazon to spend more money on its streaming service and smart devices. It will be interesting to see how consumers respond to Amazon’s latest big initiative.

Things are changing daily within the financial world. Sign up for the SoFi Daily Newsletter to get the latest news updates in your inbox every weekday.

Sign up


Please understand that this information provided is general in nature and shouldn’t be construed as a recommendation or solicitation of any products offered by SoFi’s affiliates and subsidiaries. In addition, this information is by no means meant to provide investment or financial advice, nor is it intended to serve as the basis for any investment decision or recommendation to buy or sell any asset. Keep in mind that investing involves risk, and past performance of an asset never guarantees future results or returns. It’s important for investors to consider their specific financial needs, goals, and risk profile before making an investment decision.
The information and analysis provided through hyperlinks to third party websites, while believed to be accurate, cannot be guaranteed by SoFi. These links are provided for informational purposes and should not be viewed as an endorsement. No brands or products mentioned are affiliated with SoFi, nor do they endorse or sponsor this content.
Communication of SoFi Wealth LLC an SEC Registered Investment Adviser
SoFi isn’t recommending and is not affiliated with the brands or companies displayed. Brands displayed neither endorse or sponsor this article. Third party trademarks and service marks referenced are property of their respective owners.
SOSS21091001


All your finances.
All in one app.

SoFi QR code, Download now, scan this with your phone’s camera

All your finances.
All in one app.

App Store rating

SoFi iOS App, Download on the App Store SoFi Android App, Get it on Google Play

ABOUT Meg Richardson Meg Richardson is a writer specializing in markets, technology, and personal finance. She loves breaking down seemingly complex ideas and making them readable and interesting for everyone. She holds an MFA in writing from Columbia University. When she is not writing about finance, she enjoys running in Central Park and drawing cartoons.


TLS 1.2 Encrypted
Equal Housing Lender