Amazon lights fires with $99 TV Set-Top Box

Amazon Fire TVFollowing in the footsteps of Roku, Apple, and Google, Amazon launched its new Amazon Fire TV, which will allow consumers to watch Amazon’s video library on their television sets.

Beyond enabling access to Amazon’s video library (my Roku already does that), it taps into a range of content from other providers, including Hulu, Netflix, ESPN and others (which my Roku already does).   Amazon Prime cannot be watched with Apple TV currently, so this is meaningful to Apple users, putting the Apple team on notice they need to step it up.

Consumers can also purchase a separate controller for use with Fire TV to play games.