How to set up the Amazon Signage Stick

Last updated October 13, 2026

The Amazon Signage Stick is a small 4K media player that Amazon built for digital signage. To set it up, you plug it into a TV's HDMI port, connect it to Wi-Fi, add it to your Amazon account in Amazon's Signage Manager, and choose the CMS provider that puts your content on the screen. The stick costs about USD 100 in the US and needs a separate subscription to a CMS, the software that manages your content, which comes from a CMS provider. Unlike a Fire TV Stick, it is built for signage and starts in kiosk mode, without the consumer Fire TV interface.

With Screenbird, for example, you pick Screenbird from the list of CMS providers during Amazon's setup, type the code the stick then shows into your Screenbird dashboard, and send your first design, video, or app to the screen. From then on you change what plays from any browser, and the stick keeps playing what is stored on it when the internet drops.

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The end result, live on your TV.

What you need

A TV or monitor with an HDMI input that supports HDCP
An Amazon Signage Stick, sold by Amazon in the US, Canada, the UK, Germany, Austria, France, Italy, and Spain
An Amazon account to add the stick in Signage Manager; your existing one works
A Screenbird account (free trial, then $18 per screen per month)
A Wi-Fi network that reaches the screen

Can't I just use a Fire TV Stick?

Many screens run on a Fire TV Stick, and there are other cheap ways to get content on a TV. Each works until the screen has to run all day without anyone looking after it:

A regular Fire TV Stick is a streaming device first, so home screens, update prompts, and notifications can end up on your screen. The newest models (Fire TV Stick 4K Select, Fire TV Stick HD 2nd gen, and Fire TV Stick 4K 3rd gen) run Vega OS and cannot run Screenbird.
A mini-PC or laptop runs almost anything, but usually costs more, needs its own updates and login, and is a lot of hardware to hide behind a screen.
A slideshow on a USB drive plays straight from the TV, but every change means loading a new USB drive and walking to every screen.

The Signage Stick is built for exactly this job. It runs one signage app and nothing else, starts it again by itself after a power outage, and lets you see and restart your sticks remotely in Signage Manager or Amazon's free mobile app. That makes it the player we recommend for new screens.

Step-by-step with Screenbird

For the full click-by-click walkthrough, see the Screenbird Knowledge Base.

Create your free account

Plug in the Signage Stick

Connect the stick to your TV's HDMI port and to power, and switch the TV to that HDMI input. Follow the setup on the screen to connect to Wi-Fi. The TV then shows an Amazon pairing code.

Amazon Signage Stick plugged into the HDMI port of a TV

Add the stick in Signage Manager

On a computer, go to console.signage.amazon.com and sign in with your Amazon account. Click Add Stick, type the Amazon pairing code from your TV, and confirm. To set up several sticks in one go, use Amazon's free mobile app.

Open Signage Manager

Choose Screenbird as your CMS provider

When Signage Manager asks you to choose a CMS provider, pick Screenbird from the list and confirm. The stick opens Screenbird by itself, so there is nothing to download, and the TV shows a 6-character Screenbird pairing code.

Pair the stick in Screenbird

In your Screenbird dashboard, go to Screens and click Pair screen. Choose I can see a pairing code, type the code from the TV, and click Next. Give the screen a name, like Front counter, and click Pair. This is the second code: the first one linked the stick to Amazon, this one links it to your dashboard.

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Send your content to the screen

Your first screen starts with a welcome design. To show your own content, go to Files and click New. Choose Upload files for an image or video, New design to start from a template, or New app to add an app. Right-click the item, choose Send to screen, select the screen you just paired, and click Send. It appears within seconds.

Send to screen

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Front counter

Store window

CancelSend

The result

Your Signage Stick is now a managed screen. Change a design or a playlist in your browser and the screen follows within seconds; after a power outage, the stick starts your content again by itself.

Restaurants and cafes

A digital menu board behind the counter that switches from breakfast to lunch on its own.

Stores

Offers and new arrivals in the store window, changed from the office for every location at once.

Offices and gyms

Announcements, a dashboard, or the class schedule on a screen nobody has to look after.

Questions people ask

As of October 2026, the US list price is USD 99.99, and Amazon sometimes offers discounts. In Canada, the UK, Germany, Austria, France, Italy, and Spain, Amazon sells it in its local Amazon store at a local price. The stick is a one-time purchase; the software that puts content on it is a separate subscription. In every other country, we deliver it directly: get in touch. Where to buy it in your country

Yes, for the content. The stick plays whatever your CMS provider sends it, and Amazon notes that a separate CMS subscription is required. With Screenbird, that is $18 per screen per month after the free trial, with no contract.

The stick needs a CMS provider, and Amazon lists the available providers during setup. Screenbird is a paid service with a free 7-day trial: you can set up your screen, make your designs, and see it running before you pay.

The one that fits how you work, so check four things before you choose: whether your screens keep playing when the internet drops, whether you can make content without a designer, what it costs per screen with no surprises, and whether you can try it on your own stick first. Screenbird covers all four: your content is stored on the stick, the Designer has more than 250 templates and an AI assistant that helps you build and adjust designs, you pay a fixed price per screen with no contract, and the first 7 days are free.

Fire TV devices that run Fire OS, such as the Fire TV Stick 4K Max and the Fire TV Cube. The newest models, the Fire TV Stick 4K Select, the Fire TV Stick HD 2nd gen, and the Fire TV Stick 4K 3rd gen, run Vega OS and cannot run Screenbird. A Fire TV Stick is a consumer streaming device that also works for signage but was not designed for it; for new screens, we recommend the Amazon Signage Stick.

Yes. Use one stick per screen. Amazon's free mobile app sets up several sticks in one go, and in Screenbird every stick is its own screen: send one playlist to all of them, or give each location its own content.

Yes. The stick always sends a landscape picture, so you turn the content instead: create your design in Portrait, mount the TV on its side, and set the screen's Orientation in Screenbird to Rotate 90° or Rotate 270°, depending on how the TV hangs.

The stick supports 4K output. For smooth playback, upload MP4 files with H.264 at the resolution of your screen: on a 1080p TV, a 1080p video looks just as sharp and is easier for the stick to play.

Yes. Open the screen in Screens, go to Screen control, turn on Automatically turn screen on/off, and set the times for each day. Outside those hours the screen goes black. Whether the TV itself also goes to standby depends on the TV and its HDMI-CEC support, so test it once after saving.

Put your first Signage Stick to work today.

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