Turn World Cup games into ‘ultra-cinematic’ experience as Amazon Fire Stick 4K slashed to £24.99 on Prime Day

If you're still watching the World Cup on a TV that hasn't been upgraded since the last tournament, Amazon's got a fix for that right as the action heats up.

The 2026 World Cup's group stage runs until June 27, with Round of 32 knockout stage kicking off June 28.

That means the business end of the tournament lines up almost exactly with Amazon's Prime Day sale, which is live now.

Amazon has slashed the price of its Fire TV Stick 4K Plus from £59.99 down to just £24.99 in an early Prime Day deal.

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That's a 58 percent saving at its lowest price so far this year.

The Fire TV Stick 4K Plus has plummeted in price for a limited time only (Amazon)

Simply plug it into any spare HDMI port and you're straight into 4K Ultra HD with Dolby Vision and HDR10+ support, plus Dolby Atmos audio.

It's basically everything you need to turn your living room into a proper match-day setup without splashing out on a new TV.

Shop the best Fire Stick deals here

The Wi-Fi 6 support is the real upgrade over older sticks, which matters more than people think on match day.

Imagine when half the house is also trying to stream highlights, scroll Twitter, and check the group standings on their phones at the same time, then a sluggish connection is the difference between watching a goal live and finding out about it ten seconds late from someone's group chat.

The 4K Plus model is the deal you're after rather than the standard 4K stick, so make sure that's the one in your basket before checking out.

With knockout football running right through the Prime Day window and England playing on Saturday night, £24.99 for a proper 4K streaming setup is one of the easier 'yes' decisions of the sale.

Free content, including highlights and expert commentary, will also be available throughout the tournament for Fire TV customers in the UK.

So, you won't miss a single goal.

Amazon has slashed the price of its Fire TV Stick 4K Plus in time for tonight's game (Amazon)

Amazon TV Fire Stick 4K top features:

• Wi-Fi 6 support for smooth 4K streaming, even when other devices are connected to your router.
• Watch films in vibrant 4K Ultra HD for a smooth entertainment experience.
• Stream thousands of films and TV episodes across apps such as Netflix, Prime Video, Disney+, and more (subscriptions apply).
• Compatible with the Xbox app, so that you can stream the likes of Forza Motorsport, Starfield, and Palworld.
• Alexa Voice Remote enables you to find, launch, and control content using only your voice.
• The smart home feature enables you to control compatible devices, whether you want to dim the lights or turn up the thermostat.

When is Prime Day 2026?

Amazon Prime Day 2026 is officially live now and will run from 23-26 June, making it a four-day shopping event packed with discounts across all categories on the site, including tech, fashion, beauty, home, household essentials, gaming and much more.

This is an upgrade to the usual two-day event that’s been held in July in previous years.

Historically, Prime Day has been one of the best opportunities of the year to save money on everything from big-ticket tech purchases to bulk-buying everyday essentials, with millions of products included in the event.