Amazon has launched an internet-connected TV set-top box as it vies with Apple and Google to gain a share of the lucrative television market.
Dubbed Amazon Fire TV, the device is a small black box similar to Apple TV. It will cost $99 (£59) and is available immediately in the US.
It will allow consumers to stream content from Amazon's library, as well other video-on-demand services, directly to their TVs.
The device can also be used for gaming.
"People play games on tablets but they want to play on TV," said Amazon's David Larsen.
The firm has formed partnerships with gaming firms such as Sega, EA, Disney and promises thousands of Android titles will be available next month. It is also expanding Amazon Games Studios to build bespoke games.
Users can buy a games controller, dubbed Voila, which looks very similar to an Xbox controller.
The move puts Amazon in direct competition with Apple TV and Google's Chromecast as all try to find a way into the living room.
The box comes with a Bluetooth-enabled remote, which means it does not have to be pointed at the TV to work.
Despite its ability to stream shows and films from alternatives to Amazon Instant Video - including Hulu, WatchESPN and Netflix - there are some big content providers missing from the list, notably HBO Go.
Box battle
Currently there are three main ways that consumers can stream video-on-demand services to their TVs:
- a dongle
- a set-top box
- a games console
Roku claims to lead the field when it comes to net-connected set-top boxes.
Meanwhile Apple's figures indicate it shipped about 10 million of its set-top boxes last year, and Google recently entered the fray with a $35 (£21) dongle that plugs into a television's HDMI port and allows users to stream content from smartphones, tablets and computers.
Online viewing
Although it makes sense for companies to gain a share of the on-demand video market it is not always good news for consumers, according to Mr Doran.
"There can be too many things to choose from and I have yet to see one device where you can do everything," he said.
"People have to keep chopping and changing between devices to get different content."
The nature of how people view video content was changing, said Jay Fulcher, chief executive of online video tech specialists Ooyala.
"Over a quarter of online video viewing is happening on a mobile or tablet, that platform has become mandatory for content publishers," he said.
"All of the technology companies are building infrastructure to connect to the new economy forming around television so that people can watch what they want, when they want in a seamless way."
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