Sky and Amazon today announced a new long-term partnership that will see Prime Video launch on Sky and NOW TV devices across Europe from today, while the NOW TV and Sky Ticket apps will also come to Fire TV devices.

This means customers in the UK, Ireland, Austria, Germany and Italy will be able to watch all the most talked-about and award-winning TV series, films and sport from Sky and Prime Video in one place in time for Christmas.2

This also means that for the first time UK customers will be able to watch every live Premier League fixture on Sky Sports, Prime Video and BT Sport without switching devices. Plus, with new Amazon Original series like survival drama series The Wilds and The Grand Tour: A Massive Hunt launching in December, this deal opens up new depths of entertainment for Sky and NOW TV customers, all in one place. And in time for Christmas, movie fans will have access to a wide range of new releases and family favourites across Prime Video including Borat Subsequent Moviefilm, Uncle Frank and I’m Your Woman for the ultimate movie marathon.

"It just got even easier for customers to enjoy the best entertainment on Fire TV devices,” said Emma Gilmartin, Head of Fire TV, Europe. “With the launch of NOW TV on our Fire TV Devices, we’re excited to bring the most talked-about and award-winning TV series, films and sport all in the easy and intuitive Fire TV experience.”

“We’re pleased to be bringing our Prime Video app to Sky Q and NOW TV devices in time for the holidays,” said Jay Marine, Vice President, Prime Video Worldwide. “With winter settling in, and our new binge-watch obsession The Wilds about to launch, it’s a perfect time for Sky customers to catch up on our award-winning Prime Video TV shows, movies, and live sport, including Prime Video’s exclusive live broadcasts of 20 English Premier League games this December. Plus, with NOW TV launching on Fire TV – customers in the UK have never had it better when it comes to choosing what to watch however they are watching.”

When will it happen?

In the UK, Italy and Ireland the Prime Video app will launch on NOW TV Devices, as well as Sky Ticket devices in Germany, on 14th December. The NOW TV app will be rolling out to select Fire TV devices and Fire TV Edition smart TVs to customers in the UK also on 14th December and in, Italy, Ireland, Austria and Switzerland through early 2021 with Sky Ticket also rolling out on Fire TV devices and Fire TV Edition smart TVs in Germany through the first part of 2021.

On Fire TV devices, finding the NOW TV app, will be easy with Alexa. Customers can use their Alexa Voice Remote or Echo device to ask “Alexa, open NOW TV”.

NOW TV customers will be able to download the app and log in to access Original shows on Sky Atlantic, the biggest fixtures on Sky Sports and family favourites on Sky Cinema. Fire TV customers who are not yet NOW TV customers can sign up to NOW TV passes, including Sky Cinema, Entertainment and Sky Sports by visiting

Customers can enjoy the best of entertainment on Fire TV, with access to all their favourites from BBC iPlayer, Netflix, Prime Video, YouTube, ITV Hub, All 4, Disney+, BT Sport, Fiit and Amazon Music, and now NOW TV.

For more detail on the rollout please see below:

Prime Video

Prime Video will be launching on Sky Q, Sky Ticket and Sky X devices in the UK, Ireland, Germany and Austria on 14th December 2020.

On the same date, Prime Video will launch on NOW TV devices in the UK, Ireland and Italy.


NOW TV will also be launching on these Amazon devices on 14th December 2020 in the UK:

  • Fire TV Stick Lite (1st Gen)
  • Fire TV Stick (3rd Gen)
  • Fire TV Stick (2nd Gen)
  • Fire TV Stick 4K
  • Fire TV Edition - JVC Smart HD/FHD

Plus other Fire TV devices in early 2021 across the UK, Ireland, Germany* and Italy.

*Sky Ticket app as opposed to NOW TV app