Amazon's latest attempt to clarify the Fire TV Stick 4K's position in its lineup has only added to the confusion. The company's decision to rename the product from 'Fire TV Stick 4K' to 'Amazon Fire TV Stick 4K Plus' doesn't solve the core issue. The problem lies in Amazon's strategy of offering three 4K-ready sticks priced within a mere $10 of each other. This lack of differentiation makes it challenging for consumers to understand the value proposition of each device. The '4K Select' model, for instance, includes half the RAM of the '4K Plus' and '4K Max', making it significantly slower in performance. With the superior '4K Max' available at a discounted price, there's no compelling reason to purchase the '4K Select' or the newly rebranded '4K Plus'. The confusion is further exacerbated by the fact that the core functionality of the devices remains unchanged, making the new branding a mere cosmetic change.
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