Data published by Hub Research in April showed that 35% of Americans say they have a device that uses the Amazon Fire TV operating system. It’s one of the most-used TV OSs in the United States, and as a Fire TV owner myself, I get why: Fire TV streaming devices are simple to set up and easy to use for everyday TV watching.

Customers can download streaming apps from all the top American streaming services onto Fire TV devices, including Apple TV, Disney+, HBO Max, Netflix, Paramount+, and Peacock. Fire TV devices integrate deeply with Amazon services like Prime Video, Prime Music, and even shopping apps.

Fire TV devices are also some of the most economical on the market, with only one model costing over $100. Customers can find multiple 4K streaming sticks in the Fire TV line, and can choose to stream only in HD for a rock-bottom price, or upgrade their experience to the Fire TV Cube for the highest-quality viewing session every time they turn on their set.

But when you’re shopping around for a Fire TV device, it can be surprisingly hard to know which retailers have the best discounts at any given moment. We will break down which outlets offer frequent deals on Amazon Fire TV streaming players, and where you can find the deepest discounts at any given moment.

What you need to know about finding the best deals on Amazon Fire TV streaming sticks

Key Amazon Fire TV partners

Amazon

Let’s start with the most obvious spot to shop for Fire TV sticks: Amazon itself. The e-retail platform always has the full range of Fire TV devices in stock, and Prime customers can usually get them shipped directly to their door in two days, if not sooner.

Amazon so frequently has discounts on the devices that it’s worth debating if the “retail price” is actually the retail price, since Fire TV devices are so rarely sold at those rates. Shopping holidays and site-wide Amazon sales events are the best times to get deals on Fire TV sticks from the company.

Check out current prices on Fire TV sticks from Amazon here:

• Amazon Fire TV Stick HD
• Amazon Fire TV Stick 4K Select
• Amazon Fire TV Stick 4K Plus
• Amazon Fire TV Stick 4K Max
• Amazon Fire TV Cube 4K

Best Buy

As one of the last tech-only stores, Best Buy has adopted a wide range of streaming devices from across the market. It sells Fire TV sticks both online and in brick-and-mortar locations, allowing shoppers to choose to have their new player shipped or to pick it up from the closest location.

There are also frequent deals available on Fire TV streaming players at Best Buy, though in our experience, the retailer doesn’t get discounts that match Amazon’s unless it’s the holiday season. Still, you can save 40% or more on Fire TV players if you catch Best Buy on the right day.

See how much a Fire TV device costs at your local Best Buy today:

• Amazon Fire TV Stick HD
• Amazon Fire TV Stick 4K Select
• Amazon Fire TV Stick 4K Plus
• Amazon Fire TV Stick 4K Max
• Amazon Fire TV Cube 4K

Target

As a more general retail outlet that sells furniture, clothing, and even groceries, Target has a smaller selection of electronics than a major e-retailer like Amazon or an electronics-only business like Best Buy. As a result, Target has fewer models of Fire TV devices available.

Target seems to offer the same discounts as Amazon, though these can fluctuate often. Like Best Buy, however, Target shoppers can often choose to pick up a Fire TV device at their local store or get it shipped to their door.

See prices on Fire TV devices at Target now:

• Amazon Fire TV Stick 4K Select
• Amazon Fire TV Stick 4K
• Amazon Fire TV Stick 4K Max

Walmart

Walmart is a little like Amazon, Best Buy, and Target all rolled into one. Its physical locations are typically larger than Target’s, but also offer a little bit of everything, including electronics. Walmart sells its Onn streaming players in stores and online, as well as Roku streaming players.

While customers can shop for a selection of TVs with the Fire TV operating system installed, Walmart does not carry Fire TV streaming players on its website. Customers will have to seek out Fire TV players via different methods if they want to purchase that particular brand.

Which Big Box stores and other retailers carry Fire TV devices?

BJ's has select Fire TV devices on its website, but it doesn’t appear to carry the full line of players as some of the above-listed retailers do. Neither Sam’s Club nor Costco offers any Fire TV players on their websites or in stores.

Shoppers can also find Fire TV devices at Home Depot, as well as Lowes.

Where is the best place to shop for older Fire TV devices?

While Amazon does house a large selection of sellers that offer refurbished Fire TV devices, finding older models can be a bit difficult from major e-retailers. If you’re looking for an out-of-date Fire TV player, your best bet may be to seek out peer-to-peer selling platforms.

Which retailers offer which Fire TV devices?

Who has the best Fire TV deals?

You might think Amazon is the answer here, and indeed, the platform does offer an extra $5 or $10 discount on its devices that it doesn’t allow other retailers to advertise. But — with some exceptions — Fire TV devices are frequently offered at similar discounts on the same cadence at other retailers.

So, while you can frequently find a deal on Fire TV devices when shopping on Amazon, it’s worth your time to check around at retailers where you might be able to get the same deal, and pick up your new device that day.

Who is best suited for a Fire TV device?

A Fire TV device is an excellent choice for anyone who wants to use the Fire TV interface on their smart TV, but doesn’t have the Fire TV operating system pre-installed. It’s also a fantastic option for viewers with older smart TVs that have less up-to-date operating systems or don’t support modern streaming apps.

Anyone who is shopping for an affordable at-home streaming experience will want to think about a Fire TV player. The line has a device at essentially every price point, and with internal storage of at least 8GB, viewers who love to carry multiple streaming apps at once will enjoy the flexibility offered by Fire TV players.

In short, if you like streaming TV and movies, and don’t feel the need to pay top-of-the-market prices to do so, the Fire TV line is perfect for you. Browse its devices via the retailers above, and see if you can find a stick or player that will upgrade your home streaming arrangement.