Amazon is going head-to-head with Roku. The internet giant has teamed up with three entry-level TV brands - Seiki, Westinghouse and Element - to integrated the Fire TV platform into TVs.

Fire TV platform in TVs
You no longer need to buy a Fire TV box or stick to get access to Amazon’s TV operating system. Starting later this year, the Fire TV platform will be integrated in TVs from Seiki, Westinghouse and Element. All three brands are owned by Chinese Tongfang.

Amazon is clearly going head-to-head with Roku, which started integrating the Roku OS into TVs a couple of years ago after having sold only Roku boxes for several years. Amazon has taken the same approach starting with a box and a stick, and is now moving into TVs.

Roku started with entry-level brands and has seen its share of the “Smart TV” market rise to over 10% this year. Amazon is also partnering with entry-level brands to get traction, presumably moving on to more established brands further along the way.

By integrating Fire TV directly into TVs, Amazon will be able to put its own streaming content front and center.

Other major TV platforms include Apple’s tvOS, Google’s Android TV, Roku OK, Samsung’s Tizen, and LG’s webOS.


Apps, games and 4K
The Fire TV platform offers acces to Amazon Prime Video as well as other popular streaming services such as Netflix, HBO, and Hulu. There is an app store with thousands of apps and games.

With the Alexa voice system you can search for new shows or movies just by using your voice - and even control your home.

Not many details were provided about the actual products but it is clear that the strategy revolves around 4K Ultra HD TVs, not HD TVs. The TVs will be available in 43 to 65-inch sizes with 3GB RAM and 16GB storage for installing apps/games.

The TVs will be sold on amazon.com as well as at select retail stores later this year.