Fire TV passes 37M users as Amazon expands smart TV partnerships

Amazon is partnering with Toshiba to put out a new Fire TV Edition smart TV. (Amazon)

Amazon is at IFA in Berlin laying out its European expansion plans and announcing new devices for Fire TV, which the company said just passed 37 million active users worldwide.

The new total arrives after the company in May revealed that it had more than 34 million active users.

Among the new devices Amazon announced is the Nebula soundbar Fire TV Edition – which is available for pre-order for £179.99 in the U.K. and $229.99 in the U.S. today – and a new Fire TV Cube. The new Cube comes with a hexa-core processor and supports 4K Ultra HD content at up to 60 fps. It’s available for pre-order today in the United States, Canada, United Kingdom, Germany and Japan, priced at $119.99.


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RELATED: Amazon sets European expansion plans for Fire TV – report

In addition to an update on its platform user base, Amazon is also revealing availability expansion in Europe, where the company was already selling devices in the U.K. and Germany. Now, the Fire TV Stick, Fire TV Stick 4K, and the Alexa Voice Remote with device control are available for purchase in France, Italy and Spain.

Amazon is also expanding its Fire TV smart TV devices into Europe. The company is releasing a new 65” Toshiba Fire TV Edition smart TV with Dolby Vision for customers in the U.S. this fall and has a deal with Dixons Carphone in the U.K. to sell Fire TV Edition smart TVs through its JVC brand.

The JVC products will be the first Fire TV smart TVs available in the U.K. and will be available in three models and all will support HDR10 and Dolby Vision.

Amazon is also working with MediaMarktSaturn to launch Fire TV smart TV models in Germany and Austria next year. Eleven Fire TV Edition models will be available for purchase on as well as at MediaMarkt, Saturn, and other participating retailers starting this fall.

Amazon is also partnering with manufacturers like Skyworth, Arcelik, TPV, Compal and others to deliver a lineup of Fire TV Edition smart TVs.

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