Amazon to Launch Its Own TVs in Push to Cement Itself in Living Rooms

Amazon.com Inc. AMZN -0.16% plans to roll out Fire TV sets that will feature its Alexa voice assistant, an expansion of its private-label products that also showcases a growing ambition to place itself at the center of customer living rooms.

The tech giant Thursday announced two lineups of Amazon-branded TVs, one named Amazon Fire TV Omni Series, starting at $409.99, and the other Amazon Fire TV 4-Series, which will start at $369.99. The TVs will be available on Amazon’s website and at Best Buy Co. locations in October.

TV brands including Toshiba Corp. and Best Buy house brand Insignia have for years sold televisions powered by Amazon Fire TV’s operating system after Amazon and Best Buy joined forces in 2018. Amazon has become dominant in streaming, with its Fire TV devices regularly ranking among top sellers. Its entertainment services include the Prime Video streaming platform, Fire TV operating system and an assortment of streaming devices.

In recent years, Amazon has expanded its own-brand business in several arenas, including apparel, groceries and even items such as batteries. The company has opened branded grocery shops and plans to operate several department stores that will feature its private-label brands, The Wall Street Journal reported last month.

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