If you’ve noticed that Amazon and Roku streaming devices seem perpetually on sale this year, you’re not imagining things. In a heated bid to dominate the streaming market, the two tech giants have locked horns in an aggressive price war throughout 2025, matching each other’s discounts on popular players in a relentless effort to capture consumer attention and grow their market share.
Right now, over on Amazon, Roku is offering its flagship Roku Ultra for $79.99, down from its usual $99.99 price tag, delivering 4K streaming, Dolby Vision, and a premium remote with hands-free voice control. Not to be outdone, the budget-friendly Roku Express 4K is slashed to $28.97, a steal for its 4K HDR capabilities. Amazon has fired back with equally compelling deals: the Fire TV Stick 4K is priced at $29.99, just a hair above Roku’s Express 4K, boasting 4K Ultra HD and Alexa voice integration, while the higher-end Fire TV Cube is marked down to $109.99, offering a hybrid streaming and smart speaker experience.
While these prices aren’t the lowest ever seen—Black Friday and Prime Day have historically driven deeper cuts—the near-constant sales signal a new dynamic, according to an online Amazon price tracker. Industry watchers say neither company is willing to let the other hold a pricing edge unchallenged: https://camelcamelcamel.com/product/B0CJM1GNFQ
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Data from Amazon’s sales pages shows the pattern: when Roku dropped the Express 4K to $28.97 last month, Amazon countered by trimming the Fire TV Stick 4K to $29.99 within days. Similarly, the Roku Ultra’s dip to $79.99 prompted Amazon to nudge the Fire TV Cube down to $109.99, undercutting its typical $119.99 list price. “It’s a race to the bottom, but not quite rock bottom,” Hensley noted. “Both are holding enough margin to keep the fight going.” …