Rumor has it that Amazon will release a streaming TV box, which will take Amazon's streaming video offerings and funnel them through a television—something a bunch of other streaming TV boxes already do. Roku and Xbox 360 both offer Amazon Instant Video, porting over Internet television to the television set you might have bought on Amazon. People who pay the $79 annual fee for Amazon Prime can stream that library of content on their flatscreens, and right now. Plus, anyone who owns one of the existing boxes out there can pay to rent or buy the stuff via Amazon's movie store. So, if this thing already exists—people really love the Roku box, by the way—why buy a version that, according to Bloomberg Businessweek's sources, doesn't come out until thefall?
Brad Stone's anonymously sourced report doesn't offer too many details like pricing and, well, anything else that might sway a consumer. It's still not even clear if the Amazon box would offer apps such as Netflix, like Apple TV does. But if it doesn't offer a bundle of offerings from, say HBO Go or Hulu, then why buy a box from one company that only has access to that company's service? If it does offer those streaming apps beyond Amazon Instant Video, then, again, it's just like all the other streaming TV boxes out there, except with an Amazon-centric focus—and that has limited appeal. Of course, it could certainly offer those new Amazon-made shows that look so, uh, interesting.