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Amazon Fire TV Cube (3rd Gen) vs Roku Ultra (2024)
Which one has the downsides you can live with?
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The short answer
Amazon Fire TV Cube (3rd Gen) ranks higher (#3 vs #4 of 8) and scores better on speed & interface, remote. Roku Ultra (2024) wins on ads & privacy.
The biggest complaint about the Amazon Fire TV Cube (3rd Gen) is expensive; for the Roku Ultra (2024) it's expensive for what it adds. Pick the one whose catch bothers you less.
Side by side
| Amazon Fire TV Cube (3rd Gen) | Roku Ultra (2024) | |
|---|---|---|
| Rank in streaming devices | #3 | #4 |
| Price tier | $$$ | $$$ |
| Type | Box | Box |
| Amazon 1–2★ share | 10% | 9% |
| Overall score | 3.7 | 3.6 |
| Speed & interface | 4.5 | 3.5 |
| Apps & formats | 4.0 | 4.0 |
| Ads & privacy | 2.0 | 3.0 |
| Remote | 4.5 | 4.0 |
| Wi-Fi & reliability | 3.5 | 3.5 |
Price tiers: $ under $50 · $$ $50–100 · $$$ over $100. Highlighted = clearly better (a score gap of 0.3 or more, or a 1–2★ share at least 3 points lower). Scores are explained, with sources, on each product's page.
Top complaints
Amazon Fire TV Cube (3rd Gen)
- Expensive
PCMag lists the price as its main con. Its list price is now $199.99 per PCMag and Tom's Guide (it launched at $139.99). Amazon owners are divided on value.
- Crashes and Wi-Fi problems for some
Amazon's review summary says functionality is mixed, with some owners saying it hardly ever works, crashes all the time or has Wi-Fi connectivity issues.
- Prime-first and too specialized
Wirecutter says it still puts Prime Video content at the forefront and is too specialized. PCMag notes no AirPlay or Google Cast, and that Wi-Fi 6E doesn't improve video quality.
Source: Wirecutter (NYT), PCMag review
Roku Ultra (2024)
- Expensive for what it adds
Tom's Guide and PCMag list the price as a con. CNET says a speed bump, faster Wi-Fi and Bluetooth aren't enough for a flagship, and the new remote can be added to any Roku for $30. Roku raised its list price to $150 in July 2026.
- Crashes and dropped connections for some
Amazon's review summary says connectivity is mixed, with some owners reporting frequent disconnections, and that some say the device crashes or freezes weekly and the remote doesn't work properly.
- Remote lost the headphone jack; voice lags
PCMag and CNET note the new Voice Remote Pro drops the 3.5mm headphone jack. CNET found it slower to respond to 'Hey Roku' than the old remote, and PCMag calls Roku's voice features stiff.
Source: PCMag review, CNET review
Who should pick which
Pick the Amazon Fire TV Cube (3rd Gen) if
Hands-free Alexa control of the TV and smart home
Routing a cable box or console through Alexa
Wired Ethernet setups
Skip it if: You don't use Alexa; You want service-neutral recommendations; You're on a budget
Pick the Roku Ultra (2024) if
Roku fans who want the fastest Roku
Wired Ethernet or Wi-Fi 6 homes
A rechargeable remote you can find by voice
Skip it if: You want the snappiest box for the money; You want deep smart-home control; You want a headphone jack on the remote
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