Playing second fiddle to Netflix must always be a bit annoying when your as big as Amazon but they seem to be making all the right sounds at the moment. I don't think a week has gone by recently without some new news regarding the Prime instant video service. The latest bit is the release of a new portfolio of hardware products to push the service.
The main interest for me is the Amazon Fire TV. Voice control and 4k output. This is starting to sound like something i'd want under my TV!
To top it off they actually made a games controller for the device which gives developers a lot more direction and consumers less confusion which we like. I am a bit confused as to why they wouldn't bundle one games controller with the device. Amazon are all about pushing the sales of products through their devices and it would have seemed like a natural fit to encourage games buying.
Worth noting also is it only comes with 8GB of storage but on the plus side, you can buy MicroSD cards to expand this which constantly get cheapest instead of paying a price premium for the storage like you would with the Apple TV.
After a poor showing from Apple, Amazon has really upped their game to make the OTT sector more exciting from a hardware standpoint.
With the recent purchase of Elemental, the Top Gear deal and a firm investment in new programming, the future is certainly looking bright for the service.