Online retail giant Amazon is reportedly planning to jump in the set-top box arena with its own streaming device. Wall Street Journal claims that the company will release a video-streaming device in time for the holiday season.
With this set-top box, the company will be going against the likes of Roku, Chromecast, Google TV, and Apple TV. This Amazon device will allow consumers to run apps from variety of sources and also integrate with Amazon’s Instant video streaming service.
This upcoming streaming device will mark the entry of Amazon in the living room, which is being termed as the next battle ground for the consumer electronics companies.
According to WSJ, Amazon has been approaching various media app developers in the recent few months including cable TV providers for partnership in the launch of their set-top box. It further states that the company has given some the deadline of mid-October to submit their apps, which would suggest a possible announcement around the end of October or early-November.
The device has been codenamed “Cinnamon” and if a recent trademark filing by the company in US and Canada is any indication, it might be dubbed as Firetube. The trademark filing was first spotted by 9To5Google on Wednesday.