Following the launch of Amazon Fire TV in April in the US Amazon is launching its Fire TV proposition in the UK & Germany on the 23 October. In the UK will be sold online for GBP 49 for Prime members for 5 days before going to GBP 79. It will also be sold at Argos, Dixons, Sainsbury’s and Tesco. In terms of content it has access to Netflix, Prime Instant Video, Demand 5, Spotify, Sky News, Curzon Home Cinema, YouTub and ZDF in Germany. It will be priced at EUR 99 in Germany and will launch in time for the festive season. This initiative shows that Amazon is continuing to gain share of wallet and part of its Prime members ecosystem as well as launching new innovations from the US in its two leading markets in Europe before looking at a wider rollout.