The purported Amazon game controller looks awfully bulky and includes the familiar "A," "B," "X," and "Y" action buttons.
The online retailer is reportedly cooking up an Apple TV rival for the spring.
The set-top box goes on sale immediately and features content from the likes of Hulu Plus, MLB, Disney, YouTube, Netflix, and, of course, Amazon Instant Video.
The company gives media app developers and cable TV providers a mid-October deadline to submit apps for its set-top box, reports The Wall Street Journal.
Bloomberg reports the company will introduce a device this fall that's dedicated to streaming Internet-based video to TVs.
The $39 device will let users stream a wide range of content, including Netflix, Prime Instant Video, and Hulu Plus.
The e-commerce giant takes its streaming-media box beyond the US for €99 in Germany and £79 in the UK, expanding competition with companies like Roku, Apple, and Google.
Now that's discount pricing: Amazon slashes the price of its debut smartphone to just a dollar, or 1/200th of what it had cost on a two-year plan.
Flappy Birds Family, a multiplayer iteration of the cult mobile hit, makes its way to Amazon's streaming set-top box.
The online retailer introduces a card reader that could help it learn more about consumer shopping habits in stores.