Business

Amazon Announces $99 Set-Top Box

Amazon vice president Peter Larsen introduced Fire TV Wednesday, which will compete with Roku and Apple.
Amazon vice president Peter Larsen introduced Fire TV Wednesday, which will compete with Roku and Apple.Andrew Burton/Getty Images

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NEW YORK — If Amazon has its way — and it did not become one of the country’s most valuable companies by drifting with the current — even watching home movies of your sister’s adorable children or a friend’s crazy cat will become marketing opportunities.

The company began selling a device Wednesday that lets consumers watch Amazon’s extensive video library as well as play a wide array of games on their television sets.

“Amazon has a vested interest in making sure it is present at every moment of possible consumption, which is all the time,” said James McQuivey, an analyst with Forrester Research. “It wants to get into that television screen and start to build a relationship.”

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