The Amazon Fire TV streaming set top box currently doesn't support 4K streaming but it’s on the agenda for the future.
That's according to Amazon Vice President Peter Larsen who says 4K support is "definitely coming" and the company is "looking at it from a roadmap perspective".
Although Amazon is looking at brining 4K support to its services, Larsen doesn't believe the appetite is really there from consumers just yet.
"I kind of view it as a timing issue,” he said speaking with TrustedReviews. “We will be there when a lot of customers want 4K.”
He added: “Right now, I'd argue it's still the manufacturers wanting customers to buy 4K rather than the other way round. Just because there's not a lot of 4K content available yet."
On this front, Amazon is looking to improve the industry’s meagre 4K offerings.
"All of Amazon Original series moving forward will be in 4K,” Larsen confirmed. “It's starting. It will be a little while before customers demand it."
Amazon Fire TV currently only supports a maximum output for 1080p Full HD so it’s not yet equipped to run higher resolution video feeds.
Netfllx, Amazon's biggest streaming rival for its Instant Prime Video service has already begun offering content in 4K including the second season of House of Cards and upcoming Netflix Originals content.
Last week, Amazon confirmed that the Amazon Fire TV box will launch in the UK next month having landed in the US earlier this year.
Read More: Amazon Instant Video vs Netflix