Move over, Roku. Amazon reportedly is looking to enter the smart TV market.
The e-commerce behemoth’s connected TVs would be similar to Roku’s line of Chinese-made televisions featuring a proprietary operating system, voice-activated remote and embedded apps for over-the-top video.
While nothing official has been announced, the Amazon TV is being tested by DTG, a British product testing services used by manufacturers to demonstrate conformance to a variety of U.K. broadcast standards, according to a report by The Telegraph.
The media outlet – citing multiple sources – said Amazon is pursuing branded TVs after attempts to bring the BBC and major U.K. pay-TV operators into the Amazon Channels ecosystem failed.
Amazon, of course, already markets myriad branded streaming media devices, including Fire TV, Fire TV Cube, Fire TV Stick and Fire TV with 4K Ultra HD, among others.
Roku launched its first branded TVs in 2014 with line of units manufactured by Chinese vendors such as TCL, Insignia, Hisense and Element, in addition to mainstream Japanese manufacturers such as Sharp, Hitachi, Philips, Sanyo and RCA.
The TVs – like the streaming media devices – offer myriad third-party apps such as Netflix, CBS All Access, HBO Now, PBS Kids, ESPN, Hulu, ABC TV, and Amazon Prime Video, in addition to an ad-supported Roku Channel, and easy access to over-the-air digital TV signals, cable, satellite and telecom connections.