amazon has introduced its Amazon fire TV
a new video streaming device that lets
users watch amazon prime content as well
as shows and movies from partner
services like Netflix Hulu Plus YouTube
and more welcome back the new hardware
could help Amazon catch up with Netflix
which currently has about thirty percent
of the video streaming audience compared
with Amazon's two percent going into
video is really important to amazon
right now they've been focusing a lot on
it lately because it means bringing
viewers back into their ecosystem the
device will compete with the likes of
Roku streaming players Apple TV and
Google's chromecast like Amazon's
popular kindle reading tablets the
company hopes its devices will breed
return customers they want to be able to
control the quality of the entire
experience which includes hardware this
means having customers who come back for
content again and again amazon is also
delving deeper into gaming with the
introduction of a new $40 gaming
controller adding controller to a
hardware device like that's huge in
terms of like pushing into the console
space which is also very crowded though
but amazon has never been afraid of
going into a crowded space and trying to
take it over the new Amazon fire TV cost
ninety nine dollars and will start
shipping today adding two more things
you can buy on Amazon in San Francisco
I'm Kara Tsuboi cnet.com for CBS News
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