Amazon is introducing a set top box that allows streaming of online video content.
The company says the Amazon Fire TV device has better speed, performance and search functions than other streaming services such as Apple TV and Google Chromecast.
The device runs Google's Android operating system and will offer Netflix, Hulu and other streaming channels in addition to Amazon Prime instant video.
It has voice search via its remote control to make searching easier.
The announcement comes as the online retailer faces increasing pressure to boost its bottom line after years of furious growth.
As more Americans shop online, Amazon has spent heavily to expand its business into new areas - from movie streaming to e-readers and groceries - often at the expense of its profit.
Meanwhile, Amazon.com Inc has invested heavily on making TV shows and movies available to customers who pay $US99 ($A107) a year for Amazon Prime.
Currently, the service relies on third-party devices like the Roku box to stream its programs to TVs.
