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.