Amazon wants to be the brain and the heart inside your big screen TV.
On Wednesday the company introduced a small black box called Amazon fireTV that enables television sets to access Internet programming, including streaming shows from its Amazon Prime subscription service, and a giant library of video games.
The device will cost $99 and will start shipping immediately.
With it, Amazon will compete head-on both with streaming gadgets like Apple TV and console makers like Microsoft and Sony.
All of these companies, in various ways and for various reasons, want to supplement — and, over time, possibly replace — the set top boxes from cable and satellite companies that sit in most living rooms.