Amazon is set to launch its own TV in the US

Amazon plans to launch its own Amazon-branded TV in the United States as early as October, Insider has learned. The company already launched an AmazonBasics TV in India late last year. The American group has also teamed up with other manufacturers to exclusively sell televisions incorporating its Fire TV software, but these models have always carried the manufacturer’s mark, such as Toshiba.

The U.S. launch, a well-kept secret within the company, has been in the works for nearly two years and involves teams from Amazon Devices and Lab126, according to people familiar with the situation. They asked not to be identified to discuss these confidential matters. An Amazon spokesperson declined to comment on the information. Amazon’s own TV release would put the e-commerce giant in direct competition with other electronics companies, including Samsung, LG and Sony, which in many cases sell their products in the online marketplace. ‘Amazon.

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The televisions – which will be powered by Alexa – are currently designed and manufactured by third parties, including TCL, a fast-growing Chinese manufacturer that has also made televisions for Alcatel and Samsung, one of those familiar with the matter said. Models should be 55-75 inch widescreen televisions. They should be on the market as early as October, but the deployment has faced logistical bottlenecks.

Amazon is also working on a separate TV that it designs in-house, according to another person briefed on the matter.

Amazon’s TV sold in India is manufactured there by Radiant Appliances and Electronics Pvt Ltd. It comes with the Fire TV operating system as well as Alexa voice commands. The 55-inch version currently sells for around $ 588 (around 495 euros), while a 50-inch version costs around 506 dollars (around 426 euros). While some customers have praised TVs as good value for money, multiple reviews have focused on the AmazonBasics logo, which flashes on the screen for 15 minutes before they can watch programs, or on Alexa. that works poorly.

Make Alexa ubiquitous at home

This is not the first time that Amazon has entered the home electronics and appliance space with its own device bearing the Amazon label. In 2018, the group unveiled a series of Alexa-powered home devices, including a microwave, amplifier, and subwoofer. The goal is to make Alexa as ubiquitous as possible, and easily accessible by placing it in the places where people spend the most time – at home.

Still, it’s unclear to what extent this seemingly scattered approach has been successful in increasing user usage of Alexa. People close to the tech team say that Alexa is still mainly used for simple functions, like playing music or asking for the time.

It has long been speculated on when Apple – which has also invested billions in video streaming – might launch its own television. In 2011, the group’s co-founder, Steve Jobs, told biographer Walter Isaacson that he had “finally figured out” how to make a great TV interface. Steve Jobs died soon after. A decade later, Amazon is ahead of Apple in the market.

Original version: Ben Bergman and Eugene Kim / Insider

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