When it comes to streaming sticks, the choice is huge at the moment. With more and more on the market (as well as an overabundance of smart TVs), it can be tough to decide which one suits you. Roku and Amazon are front-runners in this field though, so we've pitted the brands' best devices against each other.


So, Roku or Amazon? We're comparing the two to help you decide. Because, while Amazon may be one of the biggest brands in the world, Roku shouldn't be ruled out of the fight. The brand is a streaming device specialist with a good track record of making affordable streaming devices.

To see which smart TV range comes out on top, we will compare a range of features including price, design, voice control and the variety of apps and channels available.

We will be focusing our attention on the brand's mid-range devices, the Roku Express 4K (formerly Roku Premiere) and original Amazon Fire TV Stick but we have also included a full breakdown of every device on offer from both Roku and Amazon so that you can see how far your budget will stretch and whether its worth spending a little extra.

If you need help choosing a subscription service in 2024, don’t miss our breakdown of the best streaming service UK, comparing the pricing and features of each major platform. Plus, check out our new Amazon Prime Video price guide.

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Roku vs Fire Stick: what’s the difference?

Roku Express 4K and the Amazon Fire TV Stick are both brilliant mid-range smart TV sticks that allow you to watch streaming services such as Netflix, Disney+, and Amazon Prime Video on older and 'non-smart' TVs.

And while they both do this job well, there are some features, apps and design elements that can only be found on specific smart TV sticks.

Here are the key differences between Roku Express 4K and Amazon Fire TV Stick to help you choose the right streaming device for your needs.


The Roku Express 4K has a RRP of £39.99 while the Fire TV Stick starts at £44.99.

For this price, the Amazon Fire TV Stick offers full HD streaming and voice search via the new Alexa remote.

Roku have done one better with their media player and it provides 4K streaming capabilities. Whereas if you are after 4K streaming from Amazon, you will need to pay £59.99 for the Amazon Fire TV Stick 4K. You'll also need a 4K television - for more information about what these our, read our what is a 4K TV explainer.

If you're looking to save a little more money, both of these devices also have cheaper counterparts in the form of the Roku Express and Amazon Fire TV Stick Lite. The RRP for the former is £29.99 and the latter £34.99.

The Roku Express is almost identical to the Roku Express 4K except that it only streams in HD and the media player itself is a little more square. In comparison, the Amazon Fire TV Stick Lite is a more stripped back version of the original Fire TV Stick and lacks small features such as volume and power buttons on the remote.

For a more dedicated breakdown of Roku's prices, read our guide to how much Roku costs. Or, check out our guides to Amazon Fire TV Stick channels and cost.


Roku vs Amazon Fire TV Stick

The Amazon Fire TV Stick was updated in 2020 to include a much-requested feature – power and volume buttons on the remote. Admittedly, they also made the smart TV stick 50 per cent more powerful than its 2019 predecessor but the simple addition of the buttons means you no longer have to switch between remotes to turn the volume up or down.

The Roku Express 4K does not have volume buttons or shortcuts anymore. But the streaming device does come with the free Roku mobile app that includes an extra remote and the volume and shortcuts can found this way.

The app also contains a feature unique to Roku called the 'Private Listening' mode. This function allows you to listen to your TV audio with headphones via the Roku mobile app. A great feature if you have an unconventional sleep pattern or just simply don't want to disturb others in the house.

When it comes to the interface itself, it is fairly intuitive but Amazon definitely makes sure that its own content from Prime Video is prominent. This is great if you have an Amazon Prime Video membership but could be mildly irritating if not.

Roku's homepage is simple and user-friendly, but is also a lot more neutral. Because Roku does not have its own streaming service (though it does have The Roku Channel), this might be a better option for those who want a single place to access all their channels, subscriptions and apps from a range of providers.

Voice control

Both the Roku Express 4K and Amazon Fire TV Stick allow you to control the TV with your voice. With the Amazon Fire TV Stick it comes in the form of a button on the remote, and on the in-app remote for Roku.

In both of these occasions, you hold down the button to speak and the smart TV sticks will pull up the requested content. We have reviewed both of these devices and found them to be fast responding with manual and voice searches and had no problem understanding our requests.

If you would prefer to use voice search as the primary way of navigating these streaming devices, you many benefit from investing in the Amazon Fire TV Cube. At £139.99, it is more expensive than both the mid-range devices we've been discussing but it is more powerful.

The Fire TV Cube is a result of Amazon combining its streaming device with an Amazon Echo smart speaker. This means that the voice search is more sophisticated and you can control your TV simply by speaking aloud to Alexa – no button needed.

The Fire TV Cube can also be used to control other smart home devices such as lights, plugs, thermostats and other smart speakers. It is a great option if you want more than to simply access your streaming services.

Apps and channels

Roku vs Fire TV Stick channels

As we've mentioned, Amazon does like to show off its services on the Fire TV homepage. Amazon Prime Video shows are front and centre on the Amazon Fire TV Stick but both media players offer a great range of apps.

Roku also has Prime Video and they both offer access to the likes of Disney+, Netflix, BBC iPlayer, ITV Hub, Spotify, NOW TV, BT Sport and YouTube.

These same apps and channels are available whether you choose the cheaper Roku Express or the more sophisticated Fire TV Cube.

Both streaming sticks can also be used to cast your photos and videos from your mobile phones (iOS/Android) to your TV.

Roku overview: what smart TV sticks are available?

There are four smart TV sticks in Roku's main range. These are:

Roku Streaming Stick 4K

Roku Streaming Stick 4K

The Roku Streaming Stick 4K is Roku's best streaming stick. In our full Roku Streaming Stick 4K review, we commended the device for its simplicity and its wide choice of apps. Notably, Roku sticks like this one offer more free-to-air TV than Amazon rivals.

Buy now for £49.99 at Roku

Roku Express

Roku Express

The Roku Express is the cheapest streaming device from Roku. Offering HD streaming, the media player has a RRP of just £29.99 and other features including casting photos, voice search and the Private Listening mode.

Buy now for £29.99 at Argos

Roku Express 4K

Roku Premiere

The mid-range offering from Roku, the Roku Premiere provides HD and 4K streaming of your favourite Netflix, Disney+ and NOW TV shows. The media player is thinner than that of the Roku Express but still gives you access to all of the same features.

Buy now for £39.99 at Roku

Amazon Fire TV Stick overview: what smart TV sticks are available?

Amazon's smart TV stick range is now made up of five devices. These include:

Amazon Fire TV Stick 4K Max

Amazon Fire TV Stick 4K Max

The best streaming device in Amazon's range is also the newest, the Amazon Fire Stick 4K Max. It does what it says on the tin, but it does it very well, offering 4K streaming and a wide range of apps and programmes.

Buy now for £69.99 on Amazon

Amazon Fire TV Stick Lite

Fire TV Stick Lite

The Amazon Fire TV Stick Lite was released in 2020 and is now Amazon's cheapest smart TV stick. The remote does not have power or volume buttons but it does have voice search and HD streaming.

Buy now for £34.99 at Amazon

Amazon Fire TV Stick

Fire TV Stick

The Amazon Fire TV Stick was also updated in recent years and now features power and volume buttons on its Alexa remote. The smart TV stick plugs into the back of the TV so is relatively hidden and is 50 per cent more powerful than the 2019 model.

Buy now for £44.99 at Amazon

Amazon Fire TV Stick 4K

Fire TV Stick 4K

With a RRP of £59.99, the Amazon Fire TV Stick 4K offers HD and 4K streaming. Other features include voice search and the same Alexa remote as the original Fire TV Stick. It also supports live camera feeds, can check the weather, dim lights, and stream music.

Buy now for £59.99 at Amazon

Amazon Fire TV Cube

Amazon Fire TV Cube

The most powerful, and most expensive, streaming device from Amazon. The Fire TV Cube is the fastest Fire TV model and can control a compatible soundbar, lights, smart plugs and other speakers. For £109.99, it also supports Dolby Vision and Atmos.

Buy now for £139.99 at Amazon

Which smart TV stick should you buy?

Roku vs Fire Stick smart TV Stick

This decision largely comes down to how much you watch Amazon Prime Video and how many other Amazon subscriptions you have. If the answer for both of these questions is 'a lot', you would probably benefit from getting an Amazon Fire TV device over a Roku smart TV stick.

Amazon Prime Video shows and movies are prominent on the Fire TV homepage and this may become a nuisance if you have no interest in watching any of it. Though, voice search somewhat negates this because you don't have to manually scroll.

However, it is also worth considering that while both the Roku Express 4K and Amazon Fire TV Stick are around the same price, the Fire TV Stick only streams in HD while the smart TV stick from Roku also offers 4K. If you do own a 4K TV, it may benefit you to buy the Roku Express 4K to get the most from it.

What's the difference between Roku Streaming Stick 4K and Amazon Fire Stick 4K Max?

The Roku Streaming Stick 4K and the Amazon Fire Stick 4K Max are close competitors and there's not too much to choose between them. However, one or two key differences will help you decide which device is best for you.

Firstly, you'll need to plug the Amazon stick into the mains, whereas the Roku stick can cope using a wired connection to your TV. This is a small win for the Roku Streaming Stick 4K.

While the Amazon Fire TV Stick offers a subscription-based gaming app, Luna, Roku counters this effectively by offering a better offering in terms of free-to-air content.

The Fire Stick 4K Max is compatible with VPNs from the get-go, which Roku streaming sticks aren't. That will be a real plus for some viewers. The Amazon stick is a little bigger than its competitor and needs mains power. The remote feels slightly cheap and tacky too, whereas the Roku one is slightly more tactile. These are all minor setbacks and really there's not too much to choose between the pair for most users. However, the extra free content available via Roku is likely to persuade some would-be buyers.


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