Re: UK version?
Some folks thought Amazon was going to release a Game Console. Still, a so called "Smart TV" adds €200 to €400 price of a TV and this is $99 and does more.
Competition is Roku, Google Chromecast and so called Apple TV (no tuner or screen so how is it a TV?).
Why do people buy an Apple TV or Chromecast rather than a Roku or Tablet + hdmi cable?
Apple TV needs an iThink (iPad or iPhone) to work properly so this is cheaper.
All Smart TVs need a smart phone or tablet to access all features easily.
The Google Chromecast dongle is barely more than than Wireless HDMI as it seems to do nearly nothing without a hosting device (Laptop, tablet, smartphone etc).
If this is usable without paid content, works with your own attic server and comparable to a Roku it ought to do well. Smart of them to put Netflix as well as their own services.