Amazon brings better resolution and compelling voice-searching technology to its Fire TV.

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Even if Amazon’s hardware products are really designed to sell Amazon entertainment content, that isn’t necessarily a bad thing. Fact is, Amazon’s devices have also been well-designed and, in some cases, innovative.

And judging from the newly released version of Fire TV and Amazon’s new line of tablets, the company appears to be sticking with that strategy.

The new version of Fire TV looks virtually identical to its predecessor, though it has a couple of improvements under the hood — Alexa voice control and support for high-definition 4K streaming — that have the potential to be big draws for some consumers.

The 4.6-inch square black box is only 0.7 inches tall, and only a tiny LED on the front gives a visual tipoff that it’s an electrical device. There are no buttons, no displays.

In fact, the only way to interact with the device is via the included remote control, or through the Fire TV Remote app for iOS and Android. The back of the Fire TV offers an HDMI, USB and Ethernet ports, as well as a microSD card slot. The microSD support is a plus for gamers and those who want to store other downloaded apps.

Setting up the Fire TV is a snap, with the only potential snag being if you’ve forgotten the password for your Wi-Fi network. Once you’ve gotten Fire TV connected properly, you’ll find that the interface is simple to navigate, with categories of content listed on the left side of the screen: Prime Video, Movies, TV, Watchlist, Video Library, Free Time, Games, Apps, Music, Photos, Settings.

Yes, the interface is heavily slanted in the direction of Amazon-provided content. You’ve got to go all the way down the menu to “Apps” before you’ll be able to load Netflix, Hulu Plus or other services.

On the plus side, the Android-based interface is fast and responsive.

And searching for content is a real joy, thanks to the introduction of Amazon’s Alexa speech-recognition engine to the Fire TV. Hold down the microphone button on the remote and say simply, “Breaking Bad,” and the show will be offered for rental or, if it’s in your library, for playing.

Of course, the new Roku 4 and the about-to-be-released Apple TV also offer voice searching. But Fire TV goes a step further. Fire TV’s Alexa can also deliver Internet content on request. Just hold the button and ask for the weather forecast, the Seahawks’ score. Alexa responds verbally and with visuals on the screen. The new Apple TV reportedly offers the same capabilities via Siri.

The other major enhancement in this version of Fire TV is support for ultrahigh-definition 4K video. There isn’t much 4K content available as yet, and you’ll need to have a relatively fast network connection to view 4K content without interruption. While the Roku 4 also supports 4K streaming, it has a $129.99 price tag, compared with Fire TV’s $99 price. The Apple TV 4 is being priced at $149 for the 16-gigabyte version and $199 for the 32GBe version.

Amazon has also launched a new version of the Fire TV Stick streaming device. Priced at $39.99, the Stick plugs into an HDMI port on your TV. It also includes the voice-enabled remote control.

The Stick doesn’t quite match Fire TV’s resolution, maxing out at 1080 pixels at 60 frames per second, while the Fire TV also offers 2160 pixels at 30 frames per second.

The Stick also lacks the processing power, memory and storage of the Fire TV. Its dual-core processor and 1 gigabyte of memory is up to casual, but not high-end, gaming.

If you already have a streaming device such as Roku or Apple TV — or if your DVD player has built-in support for streaming — is it worth spending $99 for the new Amazon Fire? Maybe not.

Unless, that is, you’re like me and you really hate the way other streaming devices force you to hunt across the alphabet to spell out the names of shows you want to watch. That tedium alone often prevents me from using the streaming feature in my Blu-ray player. Would I pay $99 to be able to simply tell Alexa what I want? You bet.