https://techcrunch.com/2020/01/06/fire-tv-edition-expands-to-more-soundbars-plus-cars-cable-boxes-and-more/

Amazon’s Fire TV Edition, the version of Fire TV that now powers over 150 Fire TV Edition smart TVs as a competitor to Roku TV, is expanding to more devices besides just the television. Today, Amazon announced a new Fire TV Edition that’s capable of powering soundbars and being integrated into autos, plus versions designed for operators and certified solution providers.

The company’s ambitions for Fire TV to become a more expansive platform were already known. Amazon this past fall introduced a new Fire TV soundbar and over a dozen new Fire TV Edition products, in order to better compete with Roku which at the time had gained a lead over Amazon in U.S. connected TV market share.