Amazon unveils upgraded Fire TV Stick, lower-cost Fire TV Stick Lite

The Fire TV Stick retains its $39.99 price point, while the aggressively priced Fire TV Stick Lite starts at $29.99. Amazon says the latter stick is the "most powerful" streaming device under $30.

Both devices will support HD streaming and expanded HDR colors, as well as support for voice commands through Alexa. The refreshed models also feature a new "low-power" mode that will kick in when not in use to conserve energy.

The higher-priced Fire TV Stick will feature better performance than the Lite version and past models, as well as built-in volume and mute controls for a connected TV. Amazon's Fire TV 4K stick was not updated at Thursday's event.

Compatible with Apple TV app and Apple's Apple TV+ service, the Fire TV devices represent a lower-cost entryway to streaming services like Netflix, Hulu, and Disney+.

Amazon, which currently has more than 40 million active Fire TV accounts, is also revamping the Fire TV home page with individual user profiles, improved navigation, and other enhancements. The Fire TV sticks will drop on Sept. 30