The stand alone media player scene - currently dominated by the Apple TV, Roku and Google's Chromecast - just got another contestant in the form of Amazon's Fire TV. Amazon have just announced the small television set-top box which will begin shipping today for $99.
The unit, which uses software based on the Android operating system, comes with Amazon Instant Video, Amazon Prime Instant Video along with Netflix, Hulu Plus, YouTube, WatchESPN, MLB.tv, NBA, Crackle, Bloomberg TV, Pandora, TuneIn, iHeartRadio and others.
The big question - what differentiates it from other media players? The most obvious selling point is a microphone in the remote allows for voice search. Also, if you have Amazon's Cloud Drive, you can see photos stored on it.
There's also a gaming component with publishers like Disney, Gameloft, 2K, Ubisoft and Double Fine on board. An optional Fire Game Controller will sell for $40 and the games themselves will mostly be adaptations of mobile titles.