Amazon Prime has a bunch of 4K content, The Grand Tour looks especially good.
Can you watch any of that stuff without a Prime membership? We aren't Prime members. I asked my parents about Prime Video because they're members and they said they haven't watched any of it. I might like to sample some of it to see whether it's something we'd use. (The shipping discount isn't enough to motivate us to subscribe because we don't order that frequently and when we do, stuff usually comes quickly enough anyway.)
Right now Ms1995hoo is the biggest user of our Fire Sticks because she watches a lot of British programming via Acorn TV and a lot of PBS Passport.