Amazon is planning to release a TV set-top box, according to a report.
The company is planning to launch the item this fall, according to Bloomberg Businessweek, which cites "three people familiar with the project."
Amazon reps could not be reached for comment on the report.
The box would let TV viewers order Amazon's videos on an a la carte basis and via Amazon Prime, the company's Netflix-like streaming service, according to the report. The box would vie with Roku -- which also offers Amazon videos -- and Apple TV, which does not.
It's unclear whether Amazon's box would offer video from competing services, like Netflix. Kindle Fire owners can access apps from both Netflix and Hulu.
The project was created by Amazon's Lab126 unit in Cupertino, Calif., and helmed by Malachy Moynihan, a former VP of emerging video products at Cisco, according to the report. Moynihan had worked at Apple before joining Cisco. The report also speculates that the device might be called Kindle TV.