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Amazon cuts Fire TV's price to keep up with 4K competitors

With new 4K media streamers available for less, Amazon is dropping the price of the entire Fire TV 2 line by $10.

Sarah Tew

Amazon's Fire TV 2 bundles cost a tad less, thanks to an across-the-board price cut of $10.

The Amazon Fire TV 2 now costs $90 -- 10 bucks less than before.

Sarah Tew/CNET

The price cut doesn't apply to the new Fire TV Stick, but it brings the cost of the core Fire TV 2 bundle down to $90, the antenna bundle down to $100 and the gaming edition bundle down to $130, Amazon confirmed Thursday.

Viewers have more media-streaming options than ever, including new arrivals from Roku and Xiaomi that offer 4K content just like Fire TV does, but at a lower cost. With the holiday-shopping season just around the corner, Amazon clearly wants its Alexa-enabled media streamers to stay competitive.

The new prices are live now. Amazon also confirmed to CNET that it's a permanent price reduction and not a sale.