Amazon increased prices for its Fire TV, Echo, Kindle, and Eero device lineups on August 21. The Fire TV Stick 4K Max rose $25 to a new price of $85. The Fire TV Cube price jumped $60, moving from $140 to $200.
Surging costs for memory and storage components triggered the price adjustments. Massive demand from the AI sector is currently driving a global shortage of these parts. Amazon recently expanded its 2026 capital expenditure plan by $20 billion to cover rising memory expenses.
The move aligns with a broader industry trend affecting hardware manufacturers. Apple and Roku also plan to increase hardware prices in 2026 to offset rising component costs.