Amazon.com has been trying to take on competitors like Netflix for months now with its Instant Video Service. Reports came out today that the online retailer is also taking on Apple with the announcement that it will have its own version of a set top box on the market by Christmas.
This set top box will be similar to what we see with the Apple TV device and will also be taking on the Roku box that has been making inroads in that market over the last few years. This particular box would be different than those already on the market because it would apparently be aimed primarily at Instant Video users.
There has been rumblings of an Amazon set top box since mid-April but the reports surfacing today seem the first real concrete evidence that something is coming and that it will be out before the Holiday shopping season gets into full swing.
The retail giant has been hard at work recently adding to its streaming video offerings. The company has put an awful lot of money into developing original pilots as well as acquiring existing series like the West Wing and Downton Abbey.
Amazon has also courted viewers by allowing them to choose what original pilots would be made into full series.