Amazon-branded smart TVs have just arrived, but make no mistake: This move is about much more than selling hardware
, 43-inch 4K UHD TV sets priced at $300-$400. It’s a noteworthy juncture in the evolution of Amazon’s streaming-hardware strategy, which has progressed from the Fire TV dongle that could plug into most TVs to software that allowed other TV manufacturers, such as Insignia and Toshiba, to embed Fire TV within their sets. Now makers including Chinese TV giant TCLthe 4-Series and the Omni, but with the crucial difference that it is Amazon, not TCL, that is the brand.
The race is on to be the company that can essentially serve as the front door for as many consumers as possible to a TV experience filtered through apps licensed by the TV manufacturer instead of pay-TV-commissioned linear channels.
And with Alexa powering voice commands to these new Amazon screens, think, too, of the potential for Amazon to harness its e-commerce prowess. We could be on the cusp of an evolutionary leap for the medium of television, to go from just a source of intrusive commercials to a vehicle for marketers to move down the proverbial sales funnel and enable transactions at a scale the more experimental efforts on this front have never achieved.
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