GameInformer reports anonymous sources' claims that leading internet retailer Amazon is actively developing an Android powered console which they expect to launch before the end of the year and most likely before the Black Friday sales.
Amazon is said to be keen to leverage games already available on its platform. The firm offers one productivity or game app for free each day and has a broad library for its own devices, including Kindle Fire.
The console will have it's own, dedicated controller according to the reports.
Amazon has thus far declined to comment on the speculation. The retailer is a key partner for both Sony and Microsoft in the run up to the launch of the PS4 and Xbox One with 2,500 next-gen systems being pre-ordered every minute on the site at one point. Whether Amazon will attempt to launch another console into the fray during the next-gen release window remains to be seen.
While Android consoles can be written off an novelties Amazon likely has the resources and capabilities to see widespread market adoption. Even if the system can't compete with PS4 and Xbox One on tech specs it will almost certainly beat them on price and, at least initially, the number of titles available – both of which could be key factors to the console's success or failure.
Other Android powered consoles have already hit the market – such as the Ouya. In June, The Wall Street Journal reported that Google are also considering leverging their Android system to develop a console.
