My fire stick is stuck on NOW screen with the circle swirling underneath. Attempted resets and nothing gets past this screen
Fire sticks are actually made by Amazon. The NOW branded sticks are just called “NOW stick”.
When you say resets, have you tried a factory reset?
https://help.nowtv.com/article/hard-factory-reset-now-box-stick
OTOH, if it really is a Firestick,
https://www.amazon.co.uk/gp/help/customer/display.html?nodeId=GBVZEZKT6A6LH4UP