Amazon Takes Voice Battle With Apple TV Outside U.S.

(Bloomberg) -- Amazon.com Inc. has made the latest version of its popular TV and media streaming device, the Fire TV Stick, available outside the U.S. for the first time.

The device, which plugs into any television’s HDMI port, lets users access Amazon’s library of television shows and movies, among other content. It also brings the retail giant’s voice-activated digital assistant -- Alexa -- to TV sets, potentially eliminating the need for consumers to buy a stand-alone Amazon Echo device, first released in 2014 and which has sold millions of units worldwide.

"This will allow millions more customers to access Alexa, meaning they can get answers to questions, use Alexa skills, manage their smart home, or even find things to watch and control playback," Jorrit Van der Meulen, vice president of Amazon Devices International, said in a press release.

The U.K. is the first international region to offer the latest Fire TV Stick, which will cost about 40 pounds ($50) and comes with the Alexa Voice Remote. The latter device incorporates a built-in microphone to capture voice commands such as "watch Netflix" or field questions like "do I need an umbrella today", similar to Apple Inc.’s Siri remote, which ships with the latest Apple TV. 

Prime Competition

Such devices are seen as a gateway to introducing artificial intelligence into the home, and are considered a key growth area for technology companies. Google last week brought its Google Home device to British homes, the first time its Amazon Echo rival had been made available outside of the U.S. Microsoft’s digital assistant Cortana is built into its Windows 10 operating system by default, as well as the Xbox One games console.

In the U.K., Amazon Fire TV Stick includes support for services such as the BBC iPlayer, and catch-up platforms from commercial broadcasters ITV, Channel 4 and Five. It goes on sale immediately.

To contact the reporter on this story: Nate Lanxon in London at nlanxon@bloomberg.net.

To contact the editors responsible for this story: Giles Turner at gturner35@bloomberg.net, Kim Robert McLaughlin