I've used both, but prefer the Roku. I find the UI more intuitive than on the Fire Stick, but that really is more of a personal preference. I have found that the Amazon Prime app on Roku doesn't seem to sync as well as the Fire Stick across devices, e.g. a view of a show on the Roku won't necessarily show up on my Fire Tablet. Also, the Roku doesn't seem to carry over the multiple Amazon profiles.