If you’ve been meaning to pick up a streaming media player from Amazon now is the perfect time because the company today cut the Fire TV’s price. It’s not a substantial cut but enough to make many customers opt for its players, particularly those who really want to get the most bang for the buck. All Amazon Fire TV 2 bundles have been discounted today by the online retail giant.

It’s not hard to understand why Amazon has felt the need to cut the Fire TV’s price even though it has been selling the devices for quite some time now. The streaming media player market is getting crowded and with companies like Roku and Xiaomi offering new devices that support 4K for less, it’s a genuine concern for the company.

The upcoming holiday season might have factored into Amazon’s decision to cut prices as well. Amazon would certainly want its Fire TV streaming media players to sell exceptionally well during the holiday season, so a price cut is a great way to nudge customers in the right direction.

All Amazon Fire TV 2 bundles have received a price cut of $10. The discount doesn’t apply to the new Fire TV Stick, though. It only brings down the cost of the Fire TV 2 bundle, antenna bundle, and the gaming edition to $90, $100, and $130 respectively.

Filed in Gadgets. Read more about and . Source: cnet