Amazon Fire TV

Here's the thing about Amazon: We can't figure the company out half the time. Few things embody that quite as well as the Fire TV. The company is adamant that the set-top box is not a gaming console, but it's invested heavily in original game development for it and even produced a shockingly good gamepad accessory. Still, video games are just a "bonus." One of the pillars of the streaming-media box is supposed to be openness, but there's no denying that other services like Netflix are treated like second-class citizens here. They're invited to the party; they just better not outshine the host.

The Fire TV may be the next step for Amazon as it tries to build its own ecosystem, but it's also yet another entry in the crowded streaming-media market. And the big question is: Do we need another? We've got TV set-tops for cable, satellite and fiber (at one time joined by a disc player for movies and maybe a game system or two). The next-gen game consoles do double duty as entertainment hubs, and there's no shortage of cheap boxes designed specifically to stream Netflix, HBO Go and Pandora. Add in smart TVs and the rise of pint-sized dongles, and the question of what to watch becomes how to watch. The Fire TV is trying to muscle out competitors with its $99 price and a strong focus on performance, search and openness. Now that we've spent a few days living with one, we can judge whether it's just another option among many, or truly a standout that finally fixes problems the others have so far ignored.

GAMEPAD


Have you used an Xbox 360 gamepad? Good news: Fire TV's gamepad is very, very similar. With the exception of a trio of Android-specific controls and media-playback buttons (as well as a GameCircle button), its composition is identical: offset analog sticks, two triggers, two shoulder pads, a d-pad and four face buttons. The fit and feel aren't quite as nice as Microsoft's forebear; Fire TV's gamepad feels like a good third-party Xbox 360 controller, in so many words.

The battery life, courtesy of two AAs, has so far been good. After several days of regular use, our first controller is still running its first pair of batteries. At $40, though... maybe you have a spare Bluetooth gamepad sitting around? We're told that "most" work, and you could always plug in a wired Xbox 360 gamepad if you're sitting nearby.

WRAP-UP



The Fire TV is a compelling proposition, so long as you're already locked into the Amazon ecosystem. It's fast, powerful and priced in line with its higher-end competition. The addition of a single game controller for $40 gives access to gaming that doesn't take the place of a console, but suits the need of generation raised on tablets and smartphones. The relatively high controller price (compared to the box itself) makes multiplayer a bit dodgy, so if you're looking for couch co-op, that's something to think about. The preferential inclusion of Amazon services is a bit of a hurdle too, but if you already have a Kindle Fire and Prime subscription, it makes more sense.

As a general-purpose photo, video and music streamer, though, even features like ASAP and its high-powered processor aren't quite enough to separate Fire TV from the pack. It's a worthy option, but far from the best, and we'll need some time to see how well it's supported by games, apps and services to see if Amazon can become a serious hardware player in the living room. Version 2.0 will probably be where all our questions are answered.

PROS
Fast performance
Impressive list of apps, even at launch
Voice search is convenient, fast and accurate

CONS
Voice search doesn't work within apps
Onscreen keyboard is offensively bad
Inconsistent gaming experience
Carousel UI doesn't work as well on Fire TV as it does on tablets
Many apps and games are buggy ports from other platforms

CONCLUSION
The Fire TV should be impressive -- it's faster and better equipped than most of the other media streamers out there, and does it all at a decent price. Right now though, features like gaming, voice search and ASAP are barely helping it keep pace with the competition. Maybe with a few more apps (HBO Go, Vudu), some great games and an extra layer of polish it could push ahead.