 The video streaming wars are clearly heating up, and these are Amazon's latest efforts in this arena. We've seen three different devices today. There's a new Fire TV stick, there's a new Fire TV box, and there's a gaming model, too. Can this compete with Apple? Amazon sure seems to think so. First let's take a look at the Fire TV stick. At first glance, you might not think it looks like anything new, and in truth, it's not. It's the same hardware, but now it's going to have a software update. Alexa, which is Amazon's cloud-based personal assistant, has been added to the Fire TV stick, and the Fire TV stick now comes bundled with a remote. Beforehand, you had to buy the Fire TV stick and the remote separately. Now they're coming together for $50. People who have the current Fire TV stick can also get these updates later this year. Then there's the second generation Fire TV box, which has both performance updates and improvements in video quality. Amazon says this has been redesigned from the inside out completely. It has 75% faster performance, it has a GPU that's two times faster, even the remote, which by the way, it looks a lot like the remote from last year, is supposed to have up to 20% lower latency, which is really important when it comes to things like voice search, and has a 40% longer battery life. Like the Fire TV stick, the remote for Amazon's Fire TV box now comes with Alexa. Unlike the new Apple TV, the Amazon Fire TV box supports 4K Ultra HD content. Now of course, you have to have a 4K display or a TV, and you have to be watching 4K content in order to really reap the benefits of this. Now Amazon says even if you don't have 4K display or 4K content that you're watching, the box supports HEVC. That stands for high efficiency video coding. It's supposed to be two times more efficient when it comes to encoding and distributing video. So it's a lot of mumbo jumbo, but basically it means that even if you're not watching 4K or using a 4K device, you're still supposed to have improved video quality. The new Fire TV box is $100. That's less than the price of the new Apple TV box. It goes on sale, well for pre-orders today, and it's shipping sometime in October. Then there's the third part of all the new Amazon TV products today, and that's around gaming. It's a Kindle Fire TV gaming edition. It is basically the Fire TV box, but it comes with a couple of advanced game downloads, and it comes with a gaming controller. Amazon says this has been redesigned. It's supposedly a more precise controller. It's ergonomically more comfortable, and like everything else we've seen today, it has Alexa voice search built into it. That bundle is going to run you $140. Amazon claims that between the box and the stick, it was the best selling media player in the US this past summer, and that they're on path to continue to be best sellers, but let's face it, there's a lot of competition out there, and we'll have to see how well these actually work.