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Who will win the race for the living room? The field is still wide open for any company who wants to attempt it, and a new report is painting Amazon as the next potential contender for the throne.
BloombergBusinessweek is reporting that Amazon may soon make the leap from e-readers and tablets into an internet-connected set-top box for televisions, similar to what Roku, Apple and others have done.
The move is a potentially curious one, given that Amazon's Instant Video already has a healthy presence on many streaming video boxes (the Apple TV being a notable exception, for now). It's unclear what competitive advantage an Amazon-made box will have over existing solutions, aside from its deep catalog of existing (and future) content.
According to three people familiar with Amazon's plans, the e-tailer could debut their set-top box this fall, presumably just in time for the new network television season. One potential advantage could involve tapping into the developer base for its Android-powered Amazon Appstore to create television-specific apps for the hardware.
The report claims the hardware is well under way at Amazon's Lab126 in Cupertino, a project that has been in the cards for "several years." Amazon is also widely rumored to be developing its own smartphone, which will presumably be powered by the same forked version of Android that runs the company's Kindle Fire products.
Follow this article’s author, J.R. Bookwalter on Twitter