Amazon's latest update for its Fire TV streaming devices gives them better voice search and offers more personalised recommendations from apps.
The update gives users universal search voice commands across more than 75 apps, including Netflix. By contrast, universal search through Siri is only available on 35 apps on the latest generation of Apple TV.
Universal search means you don't have to open a dedicated app in order to search for a film or TV show. Just speak into the remote, and it'll scour every app that works with universal search. So obviously the more apps that are compatible, the more useful the feature is.
Amazon has also added some other neat tricks. Users can now use the Alexa personal assistant to jump back, skip ahead and move to the next episode.
It includes personalised recommendations from Netflix, as well as HBO Go. And it lets viewers request sports scores through Alexa, providing the feature is enabled within the Alexa app for Fire tablets, iOS or Android.
The update is rolling out now to Amazon Fire TV streaming boxes and Fire Stick streaming dongles.
Amazon claims the Fire TV is the bestselling media player in the US. Last year, the e-tail giant caused a stir when it stopped selling rival products the Apple TV and Google Chromecast.