Amazon has added on-demand TV services All 4 and ITV Hub to its Fire TV and TV Stick, meaning all major UK catch-up services are now available on Amazon's streaming devices.
The free services from Channel 4 and ITV join BBC iPlayer and My5, as well as Amazon Prime Video, Netflix, YouTube, UKTV Play, TuneIn Radio and Twitch on Fire TV. Amazon says it now has more than 4,200 channels, apps and games available across its TV product range.
Jorrit Van der Meulen, vice president of Amazon Devices EU, said: "With BBC iPlayer, ITV Hub, All 4 and My5, every single UK customer with a Fire TV or Fire TV Stick now has access to all of the UK's most popular catch-up services."
The latest additions to Amazon's line-up make it a stronger challenger than ever to the likes of Roku and Google's Chromecast. The company introduced 4K support to Fire TV in September 2015 and has since stopped selling rival products from Apple and Google in order to push its own offering to the fore.
In February 2016, Amazon secured the rights to Woody Allen's upcoming feature film starring Kristen Stewart and Steve Carell, which will be shown exclusively to Amazon Prime Video members later this year.