April 24, 2013 at 4:09 PM ET
Amazon plans to put out a set-top box to compete with the likes of Roku, Apple TV, and other streaming devices, Bloomberg reported Wednesday. No price or timeline was mentioned, except that it would appear sometime in 2013.
The Seattle-based company has been diversifying its product catalog for years, and although it is best known for its all-encompassing online store, it now also offers web hosting, multimedia streaming, and an expanding line of Kindle-branded electronics.
A set-top box would be a natural fit with Amazon's existing products: More people than ever are signing up for streaming video and audio, and the success of the Kindle Fire has shown that Amazon-themed products can find success with electronics buyers at large.
The device is said to be under development in an Amazon research lab in Cupertino, where perennial competitor Apple is also based. It would likely be priced very competitively and offer extremely easy access to Amazon's media library, with the inevitable perks for Amazon Prime customers.
What will it be called? It's anyone's guess: Although "Kindle" is a contender, devices of that name have all been handheld — tablets and e-readers. We'll find out when the product is announced later this year.
Devin Coldewey is a contributing writer for NBC News Digital. His personal website is coldewey.cc.