Saw this, and couldn't recall ever seeing a 4K Fire Stick for this price.
It's comes with the newer style remote with the dedicated app buttons (The display box doesn't show these buttons - the actual box does).
Clearance price - no clubcard needed.
Instore only it seems - this was Bracknell - Martins Heron. Plenty of stock in the back.
They also had Google Chromecasts at the same price, but only the standard ones (1080p).