UK, Germany get Amazon Fire TV a bit earlier than expected

By jimoneill

Amazon Fire TV is launching in the UK and Germany

Amazon’s Fire TV box is now available for pre-order in the United Kingdom and Germany with delivery scheduled to begin next month.

Consumers who order today in Germany will be able to get their hands on the digital streaming device starting Sept. 25; for those in the U.K., delivery won’t start until Oct. 23.

The box, about the size of a deck of cards, allows users to access Amazon Prime Instant Video, as well as a range of other Internet video services, will cost 99 euros in Germany and £79 in the U.K., where it also will be available at retailers Argos, Dixons, Sainsbury’s and Tesco. Existing Amazon prime members in both countries can get the box for 49 euros and £49 for the next five days.

The early release date in Germany likely is a response to Netflix’s planned rollout there later this month.

Amazon already is in Germany with Amazon Instant Video and Prime Instant Video and has announced several new content deals there in an effort to blunt Netflix’s roll out.

Amazon Fire TV in Germany also includes access to catch-up and on-demand services from ZDF, ARD, Sport 1, Bild, Spiegel TV, Zattoo, Arte, Servus TV, and more. International content partners include Dailymotion, Vevo, Bloomberg, MUBI, Red Bull and others.

Unlike the U.K., German Fire TV users won’t – at the moment – have access through the device to Netflix, but that’s likely to change once Netflix is deployed.

In the U.K., Fire TV will support Amazon Instant Video, Prime Instant Video, and a range of other services including Netflix, YouTube, Demand 5, Sky News, Twitch, Spotify, Vevo and several others. It doesn’t currently list the BBC’s iPlayer as one of the services available; Amazon says more content services will be coming soon, including Demand 5, Curzon Home Cinema, STV Player, and more.

The Fire TV box launched in the U.S. market earlier this year into a crowded field that included devices from Apple, Google and Roku, among others.

Like Apple and Google, Amazon is offering an inexpensive device that gives consumers access to an near-endless array of content; a new take on the classic razor-razor blade business model.

But this model also includes a wild card: Netflix.

Follow me on Twitter @JimONeillMedia

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