Amazon’s insane Fire Stick strategy make sense when you look at it this way

• Amazon having so many Fire TV Sticks makes sense
• They fill a niche with these sticks

If you’ve been keeping up with streaming sticks, you’ll know that Amazon is a major player in the industry. Fire TV Sticks are one of the most popular options available, largely thanks to the low price and easy availability, since you can get one almost immediately if you order from Amazon thanks to Prime.

What you might not realize is that there are so many different Fire TV Sticks for sale. I didn’t realize how many existed until I had to review the Fire TV Stick 4K Select, and I was left wondering who was being targeted with this stick. You might think there only needs to be just two on the market — a 1080p and a 4K option. While that might be true, Amazon clearly has a good thing going here or else there wouldn’t be so many new products on the market. I think I know why that is.

Amazon having so many Fire TV Sticks makes sense

Everywhere I look, I see Amazon

One way to create brand recognition is to simply be everywhere you can be. I’d say Amazon has done an excellent job with that, whether it’s online shopping, ebooks, and now TVs. The Amazon brand is very strong, and if you’re looking for a streaming stick, there’s a good chance you’ll open up Amazon to buy one. When you do that, you’ll be met with tons of Amazon Fire TV Sticks ranging from high-end to something that just gets you in the door.

While it seems overwhelming, the strategy here makes some sense. Fire TV Sticks, for starters, are dirt cheap. Nothing really comes close to how often Amazon puts these devices on sale, and you can usually find one at a discount no matter the time of year. On top of that, not every 4K TV is built the same. For example, if your 4K TV doesn’t have Dolby Vision, there’s no reason to splurge for a Fire TV Stick that offers that. The 4K Select is more than enough for people in that boat, and everybody likes saving money, even if it’s just a few bucks.

If you’re okay with buying a used product, you can find them all over the place on eBay. The point is that you’re never all that far away from getting your hands on a Fire TV Stick. If you want one, you can find one easily. With them being as affordable as they are, and smart TV interfaces being as sluggish as they are, it’s a perfect storm.

They fill a niche with these sticks

I can’t argue with the results

Since I don’t like the Amazon UI all that much, I don’t typically recommend the Fire TV Sticks, but if what you’re looking for is something that’s super cheap that has all your favorite streaming apps, then this does the job. When you spend $20 on something, it’s not like you break the bank by trying something out.

Compared to my Apple TV 4K, a device that I love, the barrier to entry is either $130 or $150, so the Fire TV Stick represents a good first step into the world of an external streamer. For many people, it’s also the endgame. If you don’t need the high-end devices, then there’s no reason to ignore a cheap streaming stick. Amazon clearly sees the value in that, and that’s why there’s not really an expensive Fire TV Stick on the market. Roku and Apple compete for the high-end consumers while Amazon is left cleaning up everyone that’s left over. It’s a good strategy, and I imagine it’s why we see so many Fire TV Sticks each year. If people keep on buying them, I don’t see any reason for Amazon to stop producing them, even if the market is flooded with a bunch of confusing names.