Amazon CEO Jeff Bezos unveils new Kindle reading devices at a press conference on September 6, 2012 in Santa Monica, California. - 

Amazon is coming out with its own media box for TVs, according to Bloomberg Businessweek. The device would compete with Apple TV, Roku, and possibly cable and satellite companies.

"Amazon's been really beefing up their home entertainment offerings," says Marketplace Tech reporter Queena Kim. "That TV set is the last screen that nobody had dominated. Apple is going after it, Google has been going after it."

It's not clear whether an Amazon TV box, potentially due this fall, would include extra apps to watch channels like Major League Baseball or Netflix.