Amazon is currently offering its latest Fire TV set-top-box for just £64.99.
The deal, which is being listed as part of Amazon's Boxing Day deals week here in the UK, represents a saving of £15 over the usual price. Put another way, it's 19 percent off.
Perhaps most tellingly (and surely not coincidentally), this deal brings the Amazon Fire TV price down to exactly half that of the new Apple TV.
Amazon announced its second Fire TV box in September. The new box added 4K video support (something the latest Apple TV lacks) and a new focus on gaming thanks to a faster 64-bit quad-core CPU with a dedicated GPU and an optional controller. It also added support for Alexa, Amazon's voice-activated personal assistant.
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We found it to be a capable device in may ways, but buggy software and the heavy focus on the Amazon ecosystem prompted us to recommend caution. We certainly preferred the new Apple TV with its slick UI and sophisticated remote.
However, at this new low price, the Amazon Fire TV could well be worth a look - particularly if you received a shiny new 4K TV for Christmas.
Be quick though, as Amazon claims this is strictly a limited time offer.
Next, take a look at our Amazon Kindle Voyage review video: