Amazon Raises Echo, Fire TV, Kindle, and eero Prices as Memory Costs Climb

Amazon has raised prices on selected Echo, Fire TV, Kindle, and eero devices in the United States.

Fortune reported the changes on August 21, 2026. An Amazon spokesperson confirmed the adjustments and said the consumer electronics industry is facing significantly higher memory and storage component costs.

The increases reach across several of Amazon’s best-known device families. Some are modest, while others change the value calculation substantially. The 3rd Gen Fire TV Cube is now $60 more at Amazon, the Fire TV Stick 4K Max is $25 more, and the base Echo Dot is $30 more.

The old prices have not disappeared everywhere. Best Buy and Target still listed several affected models at their previous prices when checked on August 21. That gives buyers a short-term reason to compare stores, but it does not guarantee how long the remaining prices or inventory will last.

Complete Fire TV player comparison and other reported examples

Fortune documented eight of the following examples. Amazon search results captured on August 21 supplied current prices for the complete five-device Fire TV streaming-player lineup, including three models not named in Fortune’s examples.

Device	Previous price	New Amazon price	Increase
Echo Dot	$49.99	$79.99	$30
Echo Show 11	$219.99	$249.99	$30
Kindle with 16 GB	$109.99	$149.99	$40
Kindle Paperwhite with 16 GB	$159.99	$199.99	$40
Fire TV Stick HD	$34.99	$39.99	$5
Fire TV Stick 4K Select	$39.99	$49.99	$10
Fire TV Stick 4K Plus	$49.99	$69.99	$20
Fire TV Stick 4K Max	$59.99	$84.99	$25
Fire TV Cube (3rd Gen)	$139.99	$199.99	$60
eero 7 three-pack	$349.99	$399.99	$50
eero Pro 7 three-pack	$699.99	$799.99	$100

The Fire TV portion covers all five current streaming players shown in Amazon’s August 21 lineup. It includes Fire TV Stick HD, Fire TV Stick 4K Select, Fire TV Stick 4K Plus, Fire TV Stick 4K Max, and Fire TV Cube. The wider table is still not a complete catalog of every Amazon device and configuration. Different storage capacities, bundles, Kids editions, colors, and multi-device packs can have separate prices.

Fortune also reported that Ring products were not raised as part of its review. Blink cameras and Fire tablets were not among the named examples, so the report should not be read as proof that every Amazon hardware line changed at once.

Amazon has not said how long the new pricing will remain in place. The company also said it plans to keep offering promotions across its device lineup during the year.

Memory and storage costs are driving the change

The company tied the adjustments to higher prices for memory and storage components after absorbing those increases for a period of time.

Those components are used throughout Amazon’s device range. A Fire TV Stick needs working memory to run its operating system and apps, plus internal storage for software and downloads. Echo devices, Kindles, and eero routers use different hardware designs, but they also depend on memory or storage components.

Amazon did not provide a model-by-model cost breakdown. It would therefore be misleading to calculate how much of any retail increase comes from one chip or to assume that models with more storage must receive the largest adjustment.

The important confirmed point is narrower. Amazon changed prices across several product families and directly connected the move to component costs.

Best Buy and Target still have old prices

Other US retailers had not matched several of Amazon’s new prices when checked on August 21.

Target listed the Echo Dot for $49.99, the 16 GB Kindle for $109.99, and the 16 GB Kindle Paperwhite for $159.99. Its Fire TV Stick 4K Max listing showed a $59.99 regular price and a lower temporary sale price.

Best Buy also listed the Echo Dot for $49.99 and the Echo Show 11 for $219.99.

Its Fire TV listings preserved the former prices across the entire 4K range. Best Buy showed the Fire TV Stick 4K Select with a $39.99 comparison price, the Fire TV Stick 4K Plus with a $49.99 comparison price, and the Fire TV Stick 4K Max for $59.99. Its 3rd Gen Fire TV Cube listing remained $139.99, which was $60 below Amazon’s new $199.99 price. Home Depot also listed the Fire TV Stick 4K Plus for $49.99.

The same pattern extended to more expensive hardware. Best Buy listed the eero 7 three-pack for $349.99 and the eero Pro 7 three-pack for $699.99.

These listings show that old prices were still available outside Amazon at the time of publication. They do not establish how much inventory each retailer has or whether those stores will adopt the higher prices later.

Availability can also depend on location, delivery address, color, and pickup store. Buyers should confirm the final price in the cart and make sure the listing is sold by the retailer rather than an unfamiliar marketplace seller.

An old list price is not always the lowest price

Finding a device at its previous price can be useful, but it should not automatically be described as a deal.

Amazon devices are frequently discounted below their list prices. A retailer asking $59.99 for a Fire TV Stick 4K Max is preserving the earlier regular price, but that same device has sold for less during major promotions. The distinction matters because a price can be lower than Amazon’s new listing without being unusually low by historical standards.

Buyers should compare the actual amount due rather than the percentage-off badge. A future sale measured against a higher list price may display a larger discount even if the checkout price is similar to an older promotion.

The exact model matters too. The Fire TV Stick 4K Max has 16 GB of storage and Wi-Fi 6E, while other Fire TV Sticks can have different storage, wireless support, operating systems, and performance. Kindle listings can differ by storage, lock-screen advertising, color, Kids bundles, or included accessories. eero pricing changes substantially between a single router and a three-pack.

What buyers should do now

Anyone already planning to buy one of the affected devices should compare Amazon with major retailers before checking out. The clearest current opportunities are models that Best Buy or Target still list at their old regular prices.

There is no need to buy hardware only because another store has not raised its price yet. Amazon has confirmed that promotions will continue, and past sales have taken many of these devices below both the old and new list prices.

The practical approach is to check the exact generation and configuration, compare the final price across stores, and decide whether the device is needed now. If it is not urgent, waiting for another promotion may still produce a lower price than buying remaining inventory at the former list price.

For the Amazon device record, the broader change is still notable. Echo, Fire TV, Kindle, and eero have all been built around accessible entry prices. Raising several of them together changes how future sales will be presented and how buyers compare Amazon’s hardware with competing speakers, streaming devices, e-readers, and mesh routers.

Complete Fire TV player comparison and other reported examples

Memory and storage costs are driving the change

Best Buy and Target still have old prices

An old list price is not always the lowest price

What buyers should do now

Sources

Writing and apps by Ighor July