Amazon’s new “Select” 4k streaming stick with the new Vega OS has not been well received – especially by enthusiasts. In my latest video, we take a look at what’s going with the FireTV and why Amazon is moving away from the Android player we’ve come to know and mostly love over the last decade.
When I started covering tech on YouTube more than a decade ago, one of the earliest products I reviewed was the original Amazon Fire TV. It was a time when streaming boxes were still new and fragmented. Roku was around, but like today it was very limited in capabilities, and Apple’s TV box didn’t yet have apps. Amazon’s entry in 2014 was a surprise — an Android-based device with an interface built for television. It even beat Google’s Nexus Player, the first official Android TV device, to market by a few months.
Back then, the Fire TV felt like a meaningful step forward. Amazon had invested in game development studios and the box had decent graphics performance for casual play. You could sideload Android apps, and it was fast at launching video, caching streams so they started almost instantly. The platform was flexible, and the company was building a product that appealed to both mainstream users and enthusiasts.
Fast forward eleven years, and Amazon’s latest Fire TV device, the 4K Select, runs something entirely different. The operating system, called Vega OS, has replaced Android under the hood, but Amazon isn’t marketing it openly. It’s not mentioned on the box or in promotional materials. What’s more, this new system limits what the device can do. Apps now need to be rewritten for Vega OS, and many haven’t made the jump yet. In some cases, Amazon is actually streaming apps from the cloud to make them run on the new hardware, a workaround that shows how much compatibility has changed.
This move appears to be a shift in priorities. Vega OS likely helps Amazon build cheaper hardware with lower overhead, targeting the low-end streaming stick segment rather than the higher-performance devices that used to appeal to enthusiasts. Developers can build in React Native, which is cross-platform, but that still means maintaining another version of their app specifically for Vega. Whether streaming app makers will see that as worth the effort remains to be seen.
According to AFTVNews, Amazon is keeping Vega OS confined to the entry-level devices for now, while higher-end Fire TVs and smart TVs may move to a different system based on Android 14.
The timing of this change may have something to do with where Amazon stands in the streaming device market. Data from Pixalate shows Roku leading with about 36 percent of U.S. market share, far ahead of Fire TV’s 14 percent. Roku focuses almost entirely on delivering video streaming with a simple interface. Consumers seem to prefer that over devices that try to do more. Fire TV’s more advanced features don’t appear to be helping it compete.
Roku’s financials tell a similar story. They’ve been selling hardware at little or no profit but making nearly a billion dollars a quarter in gross profit from their platform business — most of it advertising. These devices aren’t meant to be powerful computers anymore; they’re ad platforms with remotes attached. Amazon seems to be trying that model, prioritizing simplicity and scale over capability.
Google is reportedly rethinking its own TV strategy as well, possibly moving away from its current Google TV platform. For users who enjoyed the flexibility of older devices like the NVIDIA Shield (compensated affiliate link), there may not be many options left. The Shield still offers features like sideloading, local media playback, and advanced home theater support with Dolby Vision and lossless ATMOS, but it’s starting to look like an artifact of a different era.
I find it telling that Amazon, a company that once encouraged experimentation on its Fire TV line, is now quietly locking it down. For people who use these boxes just to stream Netflix or Prime Video, that may not matter. But for those who like to tinker — to run emulators, custom apps, or personal media servers — this marks the end of an era. The industry seems to be moving toward simpler, more disposable devices designed to serve ads and stream content, not extend functionality.
My advice? Buy as many NVIDIA Shield devices as you can while they’re still for sale.