Amazon set to battle Apple TV, Roku with new box

Amazon’s long-rumored plans to develop a “TV box,” to compete with Apple’s Apple TV, Google’s Chromecast and Roku’s family of products, are set for fruition with a rollout as soon as next month, Recode reported Friday. 
 
According to the report by Peter Kafka, which cited “industry sources,” Amazon had originally planned to unveil the product for the holidays but will instead aim for March:
 
That won’t be a huge shock, since Amazon has been working on a box for much of last year. The company had planned on launching one in time for the Christmas shopping season, then shelved those plans.
 
A box is also a logical move for Amazon, which is investing heavily to build up a Web video catalog, and is starting to produce its own shows as well. An Amazon box will allow its customers to easily watch that stuff on their TVs; it should also give other content providers a chance to serve up their stuff via apps, in the way that Roku and Apple TV boxes do.

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