Step aside Roku TV because Amazon Fire TV is coming to the living room. Amazon Fire TV along with the ubiquitous Alexa voice remote will soon operate inside TVs. But unlike any other players out there, it doesn't require a set-box or stick.

According to CNET, the e-commerce and cloud computing giant are now making its own TV complete with thousands of streaming apps and an innovative AI tech Alexa voice remote.

Amazon teams up with Chinese-owned brands Seiki, Westinghouse and Element Electronics to launch a number of 4K TV sets powered by the new Amazon Fire TV platform. The brands, now owned by Chinese electronics giant Tongfang, will introduce their own Amazon Fire-powered TV models with display sizes that could range from 43 to 65 inches, later this year.

Each Amazon Fire TV-powered TV sets will come with 3GB of RAM, 4k resolution and a 16GB internal memory for apps. There's also an Alexa-powered remote control with integrated microphone that can be used as a direct line to Alexa digital assistant.

Amazon Fire TV models from Chinese brands Seiki, Westinghouse and Element will be available via Amazon later in 2017, according to Fox News. Unfortunately, Amazon didn't announce what the initial price tag is. It hasn't released the exact dates yet but confirmed that the Amazon Fire TV sets will be sold both on Amazon.com website and select retail stores later this year.

Both Seiki and Westinghouse will be showcasing their respective Fire TV Edition models at CES 2017 event.

Amazon Fire TV: A smart move for Amazon
Amazon knows that not every consumer is tech-savvy and wealthy enough to buy their own streaming device like Roku TV. Most consumers are simply content with accessing one or two streaming apps that come with their TV models. By offering them another way to access TV contents, Amazon will get the chance to make those consumers switch.

Adding Amazon Fire TV to its current mix of offerings could always be a smart move for Amazon because its gives consumers another great alternative for doing entertainment. it also establishes and positions Amazon Prime video service as a leading internet video on demand service and digital contents provider in the market.

In terms of competition, Amazon Fire TV could be a credible weapon for Amazon because its boost its competitive stakes, allowing the company to compete head-to-head with streaming service giants like Roku and Netflix.

Amazon Fire TV also provides Amazon another effective way to sell its products and contents, a big boost for its Amazon Prime business. More importantly, it gives Amazon the kind of leverage it needs to reach its consumers and eventually the big crowd.