As expected, Amazon has launched a new Fire TV, and it looks like quite a package.
The device packs 4K, HDR, and Dolby Atmos sound tech. It also costs over £100 less than the newly announced Apple TV 4K.
4K is a resolution with four times as many pixels as high definition, while HDR gives the picture greater depth, making it more lifelike. The Apple TV 4K also packs both of these technologies.
However, it doesn't have Dolby Atmos. This is a sound technology that provides cinema-quality audio without requiring a pro-level speaker arrangement in your home.
The device costs £69.99, compared to the Apple TV 4K's price tag of £179.
The new Fire TV (which is listed under the rather unwieldy title of All-New Fire TV with 4K UHD and Alexa Voice Remote) also has a new look. It's much smaller than its predecessor, and dangles from your telly's HDMI socket when plugged in.
Inside is a 1.5GHz quad-core processor, along with 2GB of RAM and 8GB of storage. (That's a lot less than the Apple TV's 32GB of storage.)
It also has the Alexa Voice Remote, so you can control it just by speaking.
It's available to pre-order now, and should ship on 25th October.