The timing is right; the market is wide open for an Android STB/Gaming box at under $99.
Not hard to do, either; it is essentially a FireHD without a screen. (And with some further GUI tweaks.) They can use it to sell unbundled Prime Video subscriptions as well as Freetime subscriptions.
If they get the price/bundled app combo right, they could also take on Roku and other streaming boxes.
As far as Amazon rumors go, this one is eminently reasonable.
Which means it probably is wrong.
