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Amazon's new Fire TV takes the fight to Apple TV 4K

Amazon's new Fire TV takes the fight to Apple TV 4K

Amazon's stock price is up 1.34% at $951.22 on Wednesday, with a portion of those gains coming after the company announced several new hardware products at a launch event.

Priced at $99, the new flagship Echo now features a revamped customizable exterior and improved sound quality thanks to a dedicated woofer and tweeter setup. Moreover, the company also released Echo Button, which can be configured to control an Amazon Echo.

The Echo will also come out alongside the Echo Plus. The Echo Plus is priced at US$149. Amazon's tried to streamline things as much as possible and the idea is you can pair smart home devices simply via voice commands rather than messing with different connection protocols or applications. Both the Amazon Echo and Echo Connect will be available to pre-order starting today and goes on sale later this year. It adds built-in smart-home hub and with improved sound to create Echo Plus.

The new Echo Spot is a "smart alarm clock" that allows video calling.

The Echo Spot is the new favorite of the line of horns with Alexa of Amazon. Then it announced the Amazon Tap and Echo Dot.

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The new Fire TV costs just $70 and brings in 4K, HDR, and Dolby Atmos support. These features include (among others) the ability to make video calls, watch the news and even the ability to connect the Spot with your home security cameras. It will ship from October 31. Amazon is introducing these new products just ahead of Google's event next month, during which the search giant is expected to introduce a miniature version of its own intelligent speaker. Buttons is the first of Amazon's Alexa Gadgets, a new series of accessories for games with Alexa-enabled devices.

If you're sick of the Skynet-like, pitch-black, semi-reflective column of doom that characterized the old Echo, the new Echo has a cloth cover, so you can customize its appearance.

Amazon released the second-generation Echo Wednesday, which provides the first major upgrade to the device since it was introduced nearly three years ago. A two-pack will be $20.

Costing $35, the Echo Connect will allow users to place phone calls with their landlines using an Echo speaker. In addition, users can connect external speakers to the Echo Spot through Bluetooth or a 3.5mm stereo cable. The screen is small, at 2.5-inches but nice and bright. Amazon has launched an Alexa-powered device called Echo Spot.

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