Trying to tune into the World Cup coverage?
Amazon has launched a dedicated hub for its Fire TV devices, including Fire TV Sticks and Amazon Ember TVs, specifically so you can catch all of the action from the FIFA World Cup in one spot.
The US retailer said in a blog post: “Scroll to the new tournament experience in the navigation bar, sports tab, or featured tournament content on the Fire TV home screen for quick access to live matches, the best highlights, and full replays — no more scrolling through apps to find the game.”
Amazon has rolled out a special hub for Fire TV devices, including Fire Sticks, specifically so you can catch all the World Cup action
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Amazon has confirmed to GBN Tech that you’ll be able to tune into coverage from BBC iPlayer, ITVX, and STV from this one-stop-shop World Cup hub. It’ll be accessible from a shortcut on the homescreen.
This is similar to Roku’s Football Zone feature that was released to coincide with the World Cup. And it’s not the only broadcaster to roll-out a crucial update to coincide with the event. Sky TV has confirmed a speed boost for its live coverage of the World Cup, removing any latency when streaming.
All coverage is free to watch as long as you’re covered with a TV license.
Buy the Fire TV Stick HD from Amazon
Upgrade your TV with the all-new Fire TV Stick HD to watch all the World Cup coverage in one place. You can enjoy crisp Full HD streaming, faster navigation, Wi-Fi 6 support, and a sleek, ultra-portable design. Access popular apps including Netflix, Prime Video, Disney+, BBC iPlayer, and more in one place. With Alexa+ voice control, personalised recommendations, simple setup, and smart home integration, finding and enjoying your favourite entertainment has never been easier.
Fire TV Stick HD (newest generation)
In addition to access to live coverage, the Fire TV hub also boasts free highlights and expert commentary throughout the tournament — so if you miss a crucial goal or a dramatic penalty shootout, catching up takes just moments. And if you really want to make life easy, you can just ask the recently revamped Alexa+ to help you navigate the entire tournament without lifting a finger.
Want to know when England’s next match kicks off? Just ask.
Curious about the score from a game you missed? Alexa’s got you covered.
You can request live match updates, check kickoff times, find out where games are being played, and even get team performance stats.
Here are a few sample questions you can ask the chatty AI assistant.
- “Alexa, when is Argentina’s first FIFA World Cup match?”
- “Alexa, which team has scored the most FIFA World Cup goals ever?”
- “Alexa, what are the chances the U.S. is going to make it to the knockout round?”
- “Alexa, show me soccer movies to get me ready for the FIFA World Cup.”
The 2026 FIFA World Cup began on June 11 and runs through to July 19 — spreading across 16 cities in the United States, Canada, and Mexico.
And this year is particularly notable as it’s the biggest World Cup in history – 48 teams competing across 104 matches over 39 days, up from the 32-team, 64-match format used in previous tournaments.
