I found Amazon’s secret Fire TV Stick that I’ll bet you never knew existed

Usually, when you think of an Amazon Fire TV Stick, you picture a device that plugs into your TV to access various streaming apps, watch free FAST channels, or even play games from the cloud through Xbox or Amazon Luna. But what if I told you there’s an Amazon Fire TV Stick designed for something other than streaming?

That device exists and is called the Amazon Signage Stick. It looks just like a regular Fire TV Stick, but as the name suggests, it’s meant to turn your TV into digital signage rather than for watching Netflix or Prime Video.

The Amazon Signage Stick primarily targets businesses rather than everyday consumers, which keeps it relatively under the radar on Amazon. Still, if you’re into streaming devices, I find it fascinating how Amazon has adapted its popular Fire TV Stick into a device with an entirely different purpose — one that, like in the streaming world, aims to compete with familiar competitors.

The Amazon Signage Stick is $100

It works just like a Fire TV Stick, but is directly integrated with different CMS providers

The Amazon Signage Stick functions much like a standard Fire TV Stick, plugging directly into your TV’s HDMI port and including a wireless remote, power cable, and power adapter. Similar to the Fire TV Stick 4K Max, the Signage Stick features a quad-core processor and Wi-Fi 6E. However, unlike the Fire TV Stick, which has multiple versions, the Signage Stick is available in only one version and costs $100, which is $40 more expensive than the Fire TV Stick 4K Max.

What mainly sets the Signage Stick apart from Amazon’s Fire TV Sticks is its integration with various CMS (Content Management System) providers. A CMS helps a business create and manage digital content, and Amazon advertises that the Signage Stick works seamlessly with over 25 different providers right out of the box. Some of the supported platforms include ScreenCloud, AbleSign, NoviSign, Rise Vision, and Yodeck. A complete list of CMS providers is available on Amazon’s website.

While you can technically use a regular Fire TV Stick with a third-party app to turn your TV into a sign, it seems Amazon is advertising the Signage Stick as a more reliable and professional solution. Amazon also offers an app specifically for the Signage Stick that lets you set up and monitor all your connected devices. Additionally, the Signage Stick offers a more secure system, including a “secure boot loader, data encryption, and regular updates that keep signage safe and running smoothly.”

Although it doesn’t stream Netflix, I find it pretty cool how Amazon has adapted its device for an entirely different purpose. To be clear, I am not a small business owner and have never used a CMS provider myself, so I can’t speak to its actual performance. However, it currently has a 4.2-star rating on Amazon, which suggests it has been well-received by some of the businesses using it.

The Signage Stick launched in December 2024, so it hasn’t been around for too long. Although it is currently only available in the US, the e-commerce giant plans to roll it out to additional countries in 2026 (via Cord Cutter News).

One of the Signage Stick’s competitors is BrightSign, a company that produces digital signage players and software. BrightSign was founded by Anthony Wood, the founder and CEO of Roku, but the companies are entirely separate.

If you simply want to watch TV shows and movies, Amazon’s Fire TV Stick is definitely what you want. However, if you’re a business owner experienced with Fire TV Sticks, Amazon’s Signage Stick could be useful to you.