Amazon’s Roku killer may launch in time for the holidays

Amazon (S AMZN) plans to launch its own streaming video set-top box in time for the holidays, according to a report by the Wall Street Journal. Amazon’s box will feature access to the company’s own Prime video subscription service as well as to third-party apps, and the company has reportedly given partners a deadline of October 15 to submit these apps.

There have been rumors about Amazon entering the living room with its own streaming device for some time. The company’s secretive Lab 126 R&D unit hired a number of key employees from Loigtech’s Google TV team over the last two years, and all signs point to a team within Lab 126 developing an Android-based box that will be heavily customized, just like the company’s Kindle tablets.

The Journal added a few more details to this picture Thursday, saying that Amazon’s product will be tightly integrated with the Kindle to offer remote control and media beaming capabilities. The product apparently has the internal code name “cinnamon,” but the paper cautioned that plans to introduce the device could still be delayed or shelved altogether last-minute.