Online retailer Amazon.com Inc. (AMZN) is developing a television set-top box that will stream video content over the Internet, according to media reports on Wednesday.
The device will connect to televisions and provide access to Amazon's expanding digital video content, including the Amazon Video on Demand store. Currently, Amazon users must stream their content through set-top boxes like those sold by Roku Inc., or videogame systems such as Microsoft Corp.'s (MSFT) Xbox 360.
Amazon's reported move will take it into closer competition with Apple Inc. (AAPL), which has long sold an Internet-equipped device called Apple TV.
Meanwhile, Intel Corp. (INTC) is said to be developing a video service and an accompanying set-top box that are expected to be available by the holiday season this year.
According to media reports, details such as when or at what price Amazon would release the planned set-top box were not clear.
Amazon has been expanding its device offerings in recent years that now includes electronic readers, tablets and a planned smartphone. Amazon unveiled its Kindle Fire tablets in September 2012 ahead of the crucial holiday season, as the company looked to capture a significant chunk of the tablet market dominated mainly by Apple's iPad.
AMZN closed Wednesday's trading at $268.78, down $0.12 or 0.04 percent on a volume of 1.86 million shares.
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