Amazon Intensifies Home-Entertainment Rivalry With Latest Launch

Amazon.com Inc AMZN announced an all-new lineup of Fire TV devices with its first-ever Amazon-built smart TVs, the Amazon Fire TV Omni Series and 4-Series smart TVs, and the all-new Fire TV Stick 4K Max.
The high-end Amazon Fire TV Omni Series and the more affordable Amazon Fire TV 4-Series featuring its Alexa voice assistant will go on sale in October at prices ranging from $369.99 to $1,099.99 on the Amazon website and Best Buy Co Inc BBY.
Through its branded TVs, Amazon forayed into the low-margin electronics segment dreaded by the likes of Apple Inc AAPL, the Wall Street Journal reports.
Previously Amazon sold streaming sticks that plugged into TVs and worked with other manufacturers to build TV sets.
Amazon has faced steep competition from Roku Inc ROKU, Alphabet Inc GOOG GOOGL, Google, and Comcast Corp's CMCSA, attempts to develop smart TVs, CNBC reports.
Now Amazon to build its own set to integrate its Fire TV software with Alexa voice controls. It will help Amazon decide its prices and control user experience.
Customers can ask Alexa to recommend a show or play Netflix Inc NFLX without using the app or the remote control.
Amazon will also offer an update that lets customers control smart devices around their homes using a software dashboard that appears on the TV.
Price Action: AMZN shares traded lower by 1.11% at $3,486.59 on the last check Thursday.