Every other Anywhere platform installs an app or opens a web address on the device. This one does neither.
Setup runs through Amazon
You add the stick in Amazon’s Signage console and choose Screenly as the CMS provider. Nothing is installed on the device by you.
There is no unattended setup
On consumer hardware, most of the work is turning off sleep timers and screensavers. A Signage Stick ships without them, so once it is paired there is nothing further to configure.
It is not a Fire TV Stick
The two are different products with different setup paths. See Amazon Fire TV if that is the device you have.