FILE - This Sept. 29, 2014, file photo, shows the Amazon Fire TV, a product for streaming popular video services, apps and games in high-definition, in Decatur, Ga. Amazon’s Fire TV streaming devices will no longer emphasize video from its own store. Software updates coming in 2016 will give movies and TV shows from Netflix, HBO and other competitors equal prominence on the devices’ home screen. The approach is similar to one Apple took when it refreshed its Apple TV device in 2015. (AP Photo/Ron Harris, File)

FILE - This Sept. 29, 2014, file photo, shows the Amazon Fire TV, a product for streaming popular video services, apps and games in high-definition, in Decatur, Ga. Amazon’s Fire TV streaming devices will no longer emphasize video from its own store. ... Software updates coming in 2016 will give movies and TV shows from Netflix, HBO and other competitors equal prominence on the devices’ home screen. The approach is similar to one Apple took when it refreshed its Apple TV device in 2015. (AP Photo/Ron Harris, File) (The Associated Press)

Amazon streaming TV devices won't be so Amazon-focused

Features Associated Press

Amazon's own video store will no longer have the starring role on the company's Fire TV streaming devices.

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Software updates coming this year will give movies and TV shows from Netflix, HBO and other competitors equal prominence on the devices' home screen. The approach is similar to one Apple took when it refreshed its Apple TV device last year.

Amazon's Fire TV has offered solid performance at reasonable prices, but its home screen has been cluttered with Amazon products. That's made it tough to find video from competing providers.

Now, competing services will be offered space on the home screen.

The development comes as leading video services make major investments in original shows, making it difficult for any single service to fulfill all of a viewer's needs.