UPDATED – Amazon Releases FireTV

It’s a direct shot across the Apple TV bow. How the industry, and Apple specifically should respond remains to be seen…

amazon-fire-tv-close-up

Amazon recently announced the Amazon FireTV, a set-top box similar to the Roku box, Chromecast and of course, the Apple TV. However, there were a few gotchas with the device that have me – and a number of other people – scratching their heads. It’s a good first effort, but; well… I don’t want to get ahead of myself…

Amazon’s FireTV has a similar look to the Apple TV, Apple’s “hobby-based” content streaming project that has them pulling in a great deal more revenue from their content ecosystem than I think most people think or Apple is willing to admit. If you have an iDevice and buy ANY content on iTunes, having an Apple TV so you can play that content on your television set is a no-brainer.

I think Amazon had the same thought. They want to give people that have adopted their ecosystem the opportunity to do the same things – watch their purchased or rented video, listen to their music, etc. on their television sets. However, based on the recently debunked rumors, it seems to me that Amazon had a chance to hit a home run, and instead, swung and missed.

The FireTV… yeah… it doesn’t support Amazon Prime Video. Meaning that you can’t use it to stream any content to your TV from the vastly popular and PAID streaming service Amazon gives its Prime members as part of their (now) $99 annual member fee. Whoever made that decision needs to be hunted down and shot fired.

Apple TV is successful because it allows users to stream items from the iTunes media store as well as a user’s iTunes library. Everything that Apple can stream to your Mac or PC, can come through the Apple TV. Users can also buy and rent content from the set top box.

Amazon won’t stream Prime Instant Video through the FireTV. There’s absolutely NO incentive for any Amazon Prime member to buy the box, even after the $20 price increase most of us have recently been subject to. Again, what idiot thought THAT up? While I understand that they are trying to entice other, new customers and users – many of which may not be Amazon Prime users to the ecosystem – what better way to cement current users into the ecosystem than through a set top box that supports their ENTIRE ecosystem and also allows those users to purchase additional content? I know there was purpose and thought behind the decision not to support Prime Instant Video. I just think their logic is flawed and the decision was, well… wrong.

In my opinion, Apple TV has no direct competitor. Yes. You’re right…there ARE other streaming set top boxes out there. The Roku box and Roku Streaming stick are two big examples at the front of the pack. However, even though it can stream content from external services like Netflix as well, it doesn’t have an ecosystem it could support. The FireTV does.

This decision just feels as though someone was asleep at the wheel. Amazon needs to reexamine it and correct it ASAP. I was seriously considering purchasing one UNTIL I found out it doesn’t support Prime Instant Video. Now, I wonder if I will even bother looking at the product pages for it.

How about you? Are you interested in the FireTV even though it doesn’t support Amazon Prime Instant Video? Would it encourage you to purchase an Amazon Prime membership if it did? Why don’t you join me in the comments below, and tell me what you think of this development.

UPDATE – This article was originally based on initial information available on the internet at the time just before the announcement of the set top box. Much of what you see above has been updated to indicate that Amazon FireTV DOES in fact support Amazon Prime Streaming Video. This is a huge win for Amazon as well as users of Amazon Prime as it corrects nearly every issue I brought up with the service.

What makes this an even more compelling buy, especially if you have most, if not all of your media content purchased through one of Amazon’s Kindle Fire tablets, is that like the Apple TV, now you have access to all of your purchased content as well as Amazon’s Prime Streaming Video service.

If you do not have a set top box AND have an Amazon Kindle Fire or Kindle Fire HD tablet, this is the streaming set top box you need to purchase.

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