The company says this is an all-in-one portal to watch movies, TV, play games and listen to music all via your big-screen TV.
"Tiny box, huge specs, tons of content, incredible price-people are going to love Fire TV," said CEO Jeff Bezos in a statement.
Amazon said it will start shipping devices today for $99 each, around the same price as Apple TV, but more than Roku, which starts at $50, and Chromecast which retails for $35.
Also See: Amazon Unveils Fire TV
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TheStreet Ratings team rates AMAZON.COM INC as a Hold with a ratings score of C. TheStreet Ratings Team has this to say about their recommendation:
"We rate AMAZON.COM INC (AMZN) a HOLD. The primary factors that have impacted our rating are mixed -- some indicating strength, some showing weaknesses, with little evidence to justify the expectation of either a positive or negative performance for this stock relative to most other stocks. The company's strengths can be seen in multiple areas, such as its robust revenue growth, impressive record of earnings per share growth and compelling growth in net income. However, as a counter to these strengths, we also find weaknesses including generally higher debt management risk and poor profit margins."