Amazon announced the Fire TV Cube on Thursday. It's basically a Fire TV with a speaker and the Alexa smart assistant built-in. Amazon hasn't done this before.
The Fire TV Cube connects to your TV and can provide up to 4K UHD content from Amazon Prime services, Hulu, Netflix and other apps. It also serves as an Echo speaker, which means you can do things like call across the room to check the weather, turn on the lights, order things from Amazon or call a friend.
"One thing that's happened over the last few years is that there are more and more ways to watch content. We wanted to create a device to simplify that," Sandeep Gupta, VP of product development of Amazon Fire TV, said on CNBC's "Squawk Alley."
There's a reason this is cooler than similar streaming boxes on the market, though, including Amazon's earlier Fire TV gadgets.