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Following in the footsteps of Apple and Google attempts at the set-top-box market, Amazon is planning to release a set-top-box, according to Bloomberg

They say the box will plug into TVs and give users access to Amazon’s expanding video offerings. Those include its a la carte Video on Demand store, which features newer films and TV shows, and its Instant Video service, which is free for subscribers to the Amazon Prime two-day shipping package. The Amazon set-top box will compete with similar products like the Roku, Apple TV and the Boxee Cloud DVR, along with more versatile devices like the Playstation 3 and the Xbox. An Amazon spokesperson declined to comment.

The device is reportedly being developed in Amazon’s Cupertino based labs and could launch this fall. The project is reportedly being spearheaded by a former Apple and Cisco employee:

The project is being run by Malachy Moynihan, a former vice president of emerging video products at Cisco (CSCO) who worked on the networking company’s various consumer video initiatives. Moynihan also spent nine years at Apple (AAPL) during the 1980s and 1990s.

Perhaps this future product is the reason that Apple and Amazon have no deal for Amazon content streaming on the Apple TV.