Amazon May Introduce Set-Top Box

Amazon may look to launch a content-streaming box late this year according to BusinessWeek. It would be competing with other established products which offer a wide array of options including Roku, Apple TV, Xbox 360, PS3, and the next consoles from Microsoft and Sony due out by the holidays. It’s unclear if it will have a hook that differentiates from the others or if they may try to simply do so by offering them at a low price.

Just last week Amazon launched 14 original comedy and children series pilots with dramas coming down the line – so a dedicated box of their own to deliver their original content along with other rentals, purchases, and Prime membership access makes some sense. The question is whether it is really too late considering Amazon Instant has apps on all major devices already.