According to the report, Amazon Fire TV will offer two lines of televisions, the first called "Omni," priced around $409.99, and the second called "4-Series," which will start at $369.99. 

The TVs range from 43 inches to 75 inches and will go on sale in October. The move is to compete against Roku and Google to dominate the market for in-home entertainment, which has tremendously grown since the beginning of COVID. 

Amazon is already the largest player in the connected-TV industry, with more than 100 million Fire Sticks devices sold. The company wants to private label televisions to gain market share, not just from Roku and Google, but also control a slice of the television market.

The question many have is how well will customers be receptive towards an Amazon TV. A little more than half a decade ago, the e-commerce giant tried to take on Apple and Google with its first-ever smartphone, which ended up as a colossal disappointment.