to exclusively sell TVs with its Fire TV software built in, but those models have always carried the branding of the manufacturer, such as Toshiba.
The US launch, a closely guarded secret within the company, has been in the works for almost two years and involves teams from Amazon Devices and Lab126, according to people familiar with the situation. They asked not to be identified discussing private matters. An Amazon spokesperson declined to comment.
The release of Amazon's own TV would put the e-commerce giant in direct competition with other electronics companies, including Samsung, LG, and Sony, that, in many cases, sell through Amazon's online marketplace. The TVs – which will be Alexa-powered – are currently designed and manufactured by third parties, one of which is TCL, a fast-growing Chinese manufacturerThe models are expected to be big screen TVs in the range of 55 to 75 inches. They are due to be released as soon as October, but the rollout has been beset with logistical bottlenecks.
Amazon is also working on a separate TV that it is designing in-house, according to another person familiar with the matter.is manufactured in that country by Radiant Appliances and Electronics Pvt Ltd. It features a Fire TV operating system as well as Alexa voice controls. The 55-inch version currently sells for around $588 while a 50-inch version costs about $506.
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