Amazon is reportedly readying the release of a set top box to compete with the Roku and the Apple TV. The new streaming box should be ready for “Prime” holiday shopping.
The device, reportedly codenamed “Cinnamon,” may be similar in design and functionality to a Roku box, with the ability to run third-party content applications, says the Wall Street Journal. Amazon has been rumored to have the set-top box in development since at least April of this year.
In addition to the expected streaming of movies, television series episodes, and music via Amazon’s own services, the box is expected to includes apps from cable companies and other content providers. Amazon is reportedly in negotiations with such firms, and has set a mid-October deadline for submissions.
The device will be entering a highly-competitive field, which includes the Apple TV, Roku’s multiple set-top boxes, and Google’s recent entry, the Chromecast.
Pricing for the Amazon entry is unknown.