An Amazon-branded TV could launch in the United States as early as October.
The parcels to showbiz company has already launched an AmazonBasics TV in India and has partnered with other manufacturers to include its FireTV software. However, this would be the first time that the Amazon brand has appeared both inside and outside the device.
Business Insider, which first reported the story, said the product had been under development for two years by Amazon and its in-house development and computer hardware company Lab126.
The move would pitch Amazon against established manufacturers including Samsung, LG, and Sony that both sell their own televisions through Amazon’s online store, and are becoming increasingly interested in monetising the commercial inventory on streaming services.
According to Business Insider, the first generation of sets is being designed and manufactured by third-parties including the popular Chinese manufacturer TCL. Like the FireTV sticks and set-tops they would be powered by the Alexa AI voice control system.
Roku has marketed its own TVs in the United States since 2014, but has recently expanded into Europe, also through TCL.
