​Amazon unveiled its long-rumored FireTV set-top box streamer on Wednesday with a bevy of high-profile content providers, including Netflix, Hulu, Showtime, ESPN, and YouTube.

The online retail giant is hoping that its $99 box will be an AppleTV and Roku killer as the market for cord-cutters and streamers gets even more competitive.

While similar to its competitors, FireTV, which is on sale now, also has voice search and a faster processor than other models.

With 45 content providers on board for the launch, FireTV already boasts an extensive list of options for cord-cutters looking to consolidate their set-top streaming into one device. The only glaring omission: HBOGo, which is available on Roku.

Read More: CNET, Engadget, The Wrap

Brief Take: As Amazon focuses more on original content and streaming as a lure for its Amazon Prime service, the company is removing any reliance on outside platforms in the increasingly competitive streaming market.

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