I was pretty impressed with the Fire TV on day 1. I put Netflix, Plex, and YouTube on, there. Played some Android games like Asphalt 8 using my Xbox 360 controller, this thing seemed damn impressive for $99.
Now my thoughts after a week. I'm no longer impressed. First the minor problem. While it loads apps faster than the Roku 3, getting to those apps takes quite a bit more time navigating with the remote and it feels like it just ends up being a wash.
But my real complaint is how damn difficult Amazon has made finding Amazon Prime videos on the Amazon Fire TV. They have categories for Top and Recent Prime videos, but that's it. If I go into genres, I found 1 Prime movie listed out of about 150 movies in the Horror category. Comedies has 0 Prime movies listed. Trying to find Prime movies by genre is futile on the Fire TV. So you kinda need to know what you want to watch already or go browsing for it on the PC or another device and then add it to your watch list.
By contrast, Amazon Prime on the Roku 3 has a complete separate section for Prime Videos, which I can browse by genre. Without having to wade through purchase and rental only movies, which thankfully are in another segregated section of the app.
Since I'm not really that interested in a $99 Android gaming machine, nor do I rent/buy a lot of movies, the Fire TV ended up being a poor fit for me. I've gone back to the Roku 3. I'd much rather watch Amazon Prime videos from that device, along with my Netflix, Plex, YouTube and even HBO Go.
I'm undecided if I'll return it. I may keep it and see if Amazon ever decides to make it better for Prime subscribers. I'm sure the way it is now, was a very intentional decision to try driving people to buy more. But seems like a bad joke to jack up Amazon Prime by $20 and then release a device that makes it harder to find Amazon Prime content.