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The Amazon Fire TV Cube is $139. The Roku Express 4K+ is $39. That $100 gap is wide — but the Cube's premium isn't just about better streaming. It's about hands-free Alexa, cable box integration, and Ethernet in a household that already uses Amazon's ecosystem. If none of that applies, the Express 4K+ does the job at a fraction of the cost.
Quick Comparison
Fire TV Cube vs Roku Express 4K+ 2026
| Feature | Fire TV CubeBest for Alexa Households | Roku Express 4K+Best Budget Neutral Streamer |
|---|---|---|
| 4K HDR | Dolby Vision + HDR10+ | HDR10 (no Dolby Vision) |
| Dolby Atmos | Yes | Limited |
| Wi-Fi | Wi-Fi 6E | Wi-Fi 5 |
| Ethernet | Yes | No |
| Hands-free Alexa | Yes | No |
| HDMI-in | Yes | No |
| Platform | Amazon-centric | Fully neutral |
| App catalog | Fire OS apps | Widest Roku catalog |
| Price | ~$139 | ~$39 |
| Buy Now | [VERIFY: ~$139] → | [VERIFY: ~$39] → |
The Core Decision
The Cube is a premium Alexa device with streaming built in. Its value proposition requires an Alexa household — hands-free voice commands, smart home control, and HDMI-in cable box integration are its differentiating features. Outside the Amazon ecosystem, you're paying $100 for Wi-Fi 6E and Ethernet that the Express doesn't have.
The Express 4K+ is the no-frills Roku experience. Neutral platform, full app catalog, 4K HDR10 streaming. It doesn't try to do anything fancy — it just streams, reliably, for $39.
Key Technical Difference: Dolby Vision
The Cube supports Dolby Vision; the Express 4K+ does not. On a Dolby Vision TV, this is visible — Dolby Vision produces better HDR rendering than HDR10 on compatible content. For HDR10-only TVs (or non-HDR displays), this difference doesn't exist.
Our Picks
Best for Alexa Households
Amazon Fire TV Cube (3rd Gen)
[VERIFY: current price]
Amazon's flagship streaming device with hands-free Alexa, Wi-Fi 6E, Ethernet, HDMI-in, and Dolby Vision.
Pros
- Hands-free Alexa
- Dolby Vision HDR
- Wi-Fi 6E
- Ethernet
- HDMI-in for cable box
Cons
- $139 — $100 more than Express 4K+
- Amazon-centric interface
- Premium justified only for Alexa users
Best Budget Neutral Streamer
Roku Express 4K+
[VERIFY: current price]
The budget-friendly Roku streaming stick. Neutral platform, widest app catalog, and 4K HDR10 for $39.
Pros
- $39 — $100 less than Fire TV Cube
- Neutral Roku platform
- Full Roku app catalog
- 4K HDR10 streaming
- Private listening via Roku app
Cons
- No Dolby Vision
- No hands-free Alexa
- No Ethernet
- Wi-Fi 5 only
Bottom Line
Buy Fire TV Cube for Alexa households where hands-free voice and cable box integration matter. Buy Roku Express 4K+ for every other scenario — it delivers solid 4K streaming for $39 with no ecosystem requirements.
Also see: Fire TV Cube Review , Roku Express 4K+ Review , and Fire TV Cube vs Roku Ultra .