Asian Tech Press (Sep 10) -- E-commerce giant Amazon.com Inc (AMZN: NASDAQ) announced on Thursday that it will formally launch private-label smart TVs in the U.S. market next month.

The company released on Thursday two TV stes, one called the Fire TV Omni Series, priced from $409.99, and another called the Fire TV 4-Series, priced from $369.99. These TVs will be available in October on Amazon.com and in Best Buy stores.

This is not the first time Amazon has launched branded TVs. At the end of 2020, Amazon Basics, its own brand, had launched 50-inch and 55-inch 4K smart TVs in India, featuring its own intelligent operating system FireOS and intelligent voice assistant Alexa.

It is understood that Amazon is also prepared to promote the smart TV business in the U.S. domestic market this time. Development of related products lasted for two years, and the product matrix was more complete, covering five mainstream sizes of 42 inches, 50 inches, 55 inches, 65 inches and 75 inches.

Amazon has targeted its own brand smart TV sales in the United States this year at 500,000 units, which means that Amazon's move is by no means a so-called "trial run", but plans to compete head-to-head with Samsung, Sony, LG and other brands in the mainstream market.

It must be mentioned that Amazon has chosen TCL, a leading Chinese electronics company, as the OEM for the series of TV products. This is not surprising, because TCL is widely recognized in overseas markets, and once cooperated with America's Roku, Inc. to launch TCL Roku TV, and is familiar with OEM.

However, products manufactured by TCL for Amazon will inevitably compete head-to-head with the TCL brand in the U.S. TCL's earnings report shows that TCL TV sales in the North American market grew 60.3% year-on-year in Q1 2021 and 65.9% year-on-year in the U.S. And in the first half of 2021, TCL's smart screen QLED sales revenue in Europe grew 140.8% year-on-year.