Amazon plans to launch its own video streaming set-top box?

Amazon is rumored to be working on its own TV set-top box, according to Bloomberg BusinessWeek report. It was inevitable that the wildly popular e-commerce company would be itching to throw its name in the fight to take control of your living room. Creating its own set-top box makes sense because of its growing content in its Instant Video streaming service.

Providing a direct option for consumers would allow the company to step away from depending on third-party platforms, such as Roku, Xbox 360, Playstation 3, Android and iOS. BusinessWeek’s sources claim the new device will be launched sometime in the Fall.

Of course, Amazon hasn’t responded to this report. Though having a set-top box would definitely put their content front and center ahead of competing video streaming services like Hulu Plus and Netflix. Honestly if this report turns out to be true, it would not be at all surprising — this is what Amazon does. They offer a device for dirt cheap to push their content, which is their standard approach to customers.

That being said, Amazon has lots of room to bring in more products like this, just think about the long rumored phone. Regardless, whatever Amazon ultimately reveals, we’re sure folks will buy it up.

[via BusinessWeek]

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