Begun, the set-top box wars have.

Hot on the heels of Apple’s new Apple TV announcement, Amazon unveiled a new version of its own Fire TV set-top box, Fire TV Stick HDMI dongle and a new Fire TV Gaming Edition on Thursday

New to the second-generation Fire TV is 4K video support and the addition of Alexa, the voice assistant from the company’s Echo smart home assistant/Bluetooth speaker.

The $99.99 Fire TV, which will ship on Oct. 5, is 75% more powerful than its predecessor thanks to a new quad-core processor from MediaTek, according to Amazon Read more…

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Amazon’s new 4K-ready Fire TV could smoke the new Apple TV