Benzinga | Sep 9, 2021 03:50PM EDT

Amazon Intensifies Home-Entertainment Rivalry With Latest Launch

* Amazon.com Inc (NASDAQ:AMZN) announced an all-new lineup of Fire TV devices with its first-ever Amazon-built smart TVs, the Amazon Fire TV Omni Series and 4-Series smart TVs, and the all-new Fire TV Stick 4K Max.

* The high-end Amazon Fire TV Omni Series and the more affordable Amazon Fire TV 4-Series featuring its Alexa voice assistant will go on sale in October at prices ranging from $369.99 to $1,099.99 on the Amazon website and Best Buy Co Inc (NYSE:BBY).

* Through its branded TVs, Amazon forayed into the low-margin electronics segment dreaded by the likes of Apple Inc (NASDAQ:AAPL), the Wall Street Journal reports.

* Previously Amazon sold streaming sticks that plugged into TVs and worked with other manufacturers to build TV sets.

* Amazon has faced steep competition from Roku Inc (NASDAQ:ROKU), Alphabet Inc (NASDAQ:GOOG) (NASDAQ:GOOGL), Google, and Comcast Corp's (NASDAQ:CMCSA), attempts to develop smart TVs, CNBC reports.

* Now Amazon to build its own set to integrate its Fire TV software with Alexa voice controls. It will help Amazon decide its prices and control user experience.

* Customers can ask Alexa to recommend a show or play Netflix Inc (NASDAQ:NFLX) without using the app or the remote control.

* Amazon will also offer an update that lets customers control smart devices around their homes using a software dashboard that appears on the TV.

* Price Action: AMZN shares traded lower by 1.11% at $3,486.59 on the last check Thursday.