The new set-top box would position Amazon to compete with other Internet-connect TV devices in the market, including those sold by Roku and
Such a gadget would further Amazon's growing ambitions in digital entertainment.
Amazon has been investing heavily in its Prime Instant Video subscription service, which offers unlimited online access to movies and television shows (not to mention free two-day shipping) for an annual fee of $79 as well as original content available only to its subscribers.
A set-top box would give Amazon a way to deliver its programming directly to consumers -- and position the company to compete in the living room with Apple's
"They're doing more and more original programming," said Richard Doherty, an independent analyst with the Envisioneering Group. "This device is just an enabler."
A spokesperson for Amazon did not immediately respond to a request for comment.