According to Businessweek, Amazon intends to take on the likes of Apple, Microsoft, and Roku with a streaming set-top box. Given Amazon’s failed bid for Roku, ever-expanding cloud offerings, and even their own Android marketplace, it’s not an inconceivable approach – yet we’ll classify this as a rumor until more concrete evidence presents itself. With the downward pricing pressure in this space, margins wouldn’t the greatest. But a streaming box could certainly help Amazon build out and reinforce their ecosystem… despite making similar apps available to other platforms. And Amazon has the luxury of bazillions of eyeballs without having to make room (or spend) on hotly contested retail shelving. As with their Kindle Fire initiative, we’d expect such a product to run a custom UI on top of Android (should this come to fruition, of course). Meaning, Amazon might become the first company to produce a “Google TV” with any sort of significant sales.