Pendleton, California -
(NBC News) Amazon has launched the latest volley in the entertainment industry battle for your living room.
Amazon is hoping lessons learned from its rivals will give its new video streaming device dubbed "Fire TV" an edge.
Amazon Vice President Peter Larsen says Fire TV will be easier to use and offer better performance than its competition.
A microphone equipped remote will enable voice search and an optional controller will allow for gaming.
Content is available from Amazon's own video library, as well as others including Netflix and Hulu.
"This thing's tiny, it's incredibly powerful and it's unbelievably simple," Larsen says.
At $99 dollars, Fire TV's price tag will be equal to Apple TV, but higher than other streaming
devices such as Roku and Google Chromecast.
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