Amazon Taking Preorders for Built-In Fire TV

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E-commerce giant Amazon.com Inc. (NASDAQ: AMZN) has offered a Fire TV set-top box for about three years, and now the company is adding the capabilities of the box to three TV brands. The new TVs will come with Fire TV built in, eliminating the need for yet another separate device to clutter up your living room.

Of course, the new TVs will be compatible with Alexa, Amazon’s voice-control software, which the company has already begun including with other Internet of Things (IoT) devices for consumers’ homes.

The first of the new TVs are available for preorder on the company’s website and are being built by Tongfang Global under the Element brand. Tongfang also will build Fire TV sets under the Westinghouse brand.

All four of the first “Fire TV Edition” models come with 4K resolution screens: a 43-inch model that lists for $449; a 50-inch model for $549; a 55-inch model that costs $649; and a 65-inch model for $899. None offers high dynamic range (HDR) capability, however. According to a report at Business Insider, the TVs also will be available at Target and Meijer stores, with other retailers joining the party later.

The new TVs are aimed to compete with Roku TV, which is already available in several brands and, in some cases, can be cheaper than the Fire TVs. The main differentiator here is Alexa.

Sony and Vizio already have teamed up with Google Android and Chromecast, and Samsung and LG Electronics have created their own platforms for built-in streaming devices. It’s a crowded field, but the power of Amazon’s brand and the company’s determination to dominate in every business it plays in should not be underestimated. And if you’re wondering, “Where’s Apple?” you’re not alone.

The four Element Fire TV Editions are available for preorder now at Amazon’s website. The devices will be released on June 14, 2017, according to the website.

Here’s a screenshot of the display:

Source: Amazon.com Inc.