sfcrazy writes "Amazon is all set to get Apple and Roku some serious competition with its own 'web-TV' or set-top box. According to reports, Amazon will be using Google's Android to build the box. Amazon already has a huge library of content (from Amazon Prime) which it can push to the living room through the box. Amazon, like Netflix, is also investing heavily in producing content to their own set-box. Amazon has also been hiring game developers and it won't be surprising if the company also dabbles into gaming." And while it may be only a rumor, the idea's got some reasonable legs: besides the content on Prime, Amazon has been making media-centric Android devices for a few years with its Kindle Fire line.