Updated from 8:58 a.m. to include comment from Amazon.
Citing people familiar with the company's plans, The Wall Street Journal reports Amazon's streaming device, which will come in dongle-form according to TechCrunch, will start shipping in April and be available on Amazon's website as well as retailers including Best Buy (BBY) and Staples (SPLS).
An Amazon spokeswoman declined to comment on the story.
The move further puts Amazon in competition with Apple (AAPL) and Google (GOOG), both of which already offer streaming devices, the Apple TV, and Chromecast, respectively. Apple TV costs $99 and comes in set-top box form, while the Chromecast runs $35 and comes in a dongle, similar to what Amazon's device will look like.
Like Apple and Google's devices, the Amazon device, which is not yet named, though could be part of the Kindle Fire family, will carry Netflix (NFLX), Hulu Plus, Pandora (P), and Amazon Instant Video, Amazon's competing product with Netflix and Hulu. Its been speculated that as part of the recent Amazon Prime price hike to $99, Amazon will include its own streaming music service, though that remains to be seen.
Amazon's device will also compete with Roku, which makes its own streaming devices. Roku recently announced its own streaming dongle, selling at retail for $49.99.
Like Amazon's Kindle Fire and Kindle Fire HDX tablets, the streaming device will use a forked version of Google Android's operating system, but will have its own customized look to it. Since it is a forked version of Android, it's unlikely that Amazon's streaming device will have a native YouTube app. If you search for YouTube in Amazon's Appstore, you see a variety of apps that pull content from YouTube, but no official YouTube app.
For a while, there was no official Netflix app either for the Kindle Fire HDX, but Amazon soon rectified that situation.