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Amazon recruits variety of apps for set-top box, report says

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.

Amazon Instant Video on Roku.

Amazon's much-rumored set-top box could come with a variety of apps from other companies for streaming music, movies, and games, according to a report from The Wall Street Journal.

Amazon is expected to release a set-top box this fall that lets users access Amazon's video catalog, including its Video on Demand store and Instant Video service. In addition to Amazon's own video offerings, the set-top box will also feature a variety of apps from other companies, the Journal reported Thursday, citing people "briefed on the company's plans."

Amazon approached a variety of app developers and cable TV providers seeking partnerships for the rollout of its set-top box, according to the report. The company has given potential partners a deadline of mid-October to submit apps for the device, said the Journal's sources.

CNET has contacted Amazon and will update this report when we have more information.

Amazon had not revealed an intended release date or pricing for its set-top box, which is code-named Cinnamon, according to The Journal.

Amazon's set-top box, possibly called the Firetube, would put the company in direct competition with some of its partners. The hardware would also be against already existing devices like Roku and Apple TV. As reports continue to come out, it also seems less likely that Amazon will partner with Intel on its Internet-based TV service.