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Amazon's video streaming device debuting in April?

The rumor mill surrounding the company's purported TV dongle appears to be gaining momentum as a possible release date nears.

Amazon's rumored video streaming device could be a TV dongle like Roku or Chromecast. Sarah Tew/CNET

While Amazon has yet to make any official announcement, word on the street is that the company's rumored video streaming device could be shipping as soon as early April, according to The Wall Street Journal.

Reportedly, the Amazon device could come with a variety of apps from other companies for streaming music, movies, and games, along with access to the company's own Video on Demand store and Instant Video service.

Rumors of the video streaming device have floated since last year. In October, it was said that Amazon approached a variety of app developers and cable TV providers seeking partnerships for the rollout of a set-top box. Earlier on Monday, it was reported that the possible device will take the form of a thumb-sized TV dongle -- like Roku or Google's Chromecast -- rather than a set-top box.

Amazon's rumored streaming device could put the company in direct competition with existing devices like Roku, Chromecast, and Apple TV. The price of Amazon's possible TV dongle remains unclear -- but, the Journal reports it could come with deals for Amazon Prime members.

According to the Journal, the device will reportedly sell on Amazon's Web site, as well as at retailers like Best Buy and Staples.

CNET contacted Amazon for comment. We'll update the story when we get more information.