Amazon leaps into home entertainment fray with $99 Fire TV | Reuters

By Jennifer Saba and Deepa Seetharaman

NEW YORK/SAN FRANCISCO (Reuters) - Amazon.com Inc made a play for the increasingly crowded home entertainment arena by unveiling the $99 "Fire TV" video and game streaming device on Wednesday, with hopes of boosting its main online retail business over the longer term.

The square device, which just about fits in the palm of one hand, streams content from Netflix Inc, Hulu and other video services - much like Apple TV or Google Inc's Chromecast.

It also offers a prominent platform for Amazon's own fast-growing streaming video service as well as its growing slate of original television programs and games. Amazon will also sell a separ