The rumors proved true at this mornings press event in New York when Amazon unveiled its Fire TV Box.

As Consumer Press reported on Monday, industry insiders have been speculating for months that Amazon  was developing a box to compete with Apple TV, Chromecast and Roku in the streaming video market.

The device is available starting today for $99 .  It has a  quad-core processor, 2 GB of memory, dual-band, dual-antenna Wi-Fi, and  a Bluetooth remote.

Peter Lawson, VP of Kindle said that Fire TV will surpass its competition because it addresses three problems found with the other streaming devices: difficult search capabilities, closed ecosystems and performance issues.

For instance Fire TV  has voice search, which means no more fighting with your remote to type in a show your looking for.

In addition to Amazon Instant Video the device supports a host of subscription services, including: Hulu Plus, Netflix, Showtime, YouTube, MLB, Disney, and Watch ESPN.

 Fire TV can also be used for gaming.  Amazon has exclusive games, like SEV Zero as well as blockbusters, like The Walking Dead  available for play.

You can also upload your pictures and videos from Amazon Cloud to your TV with the device.

You can check out Fire TV on  Amazon if your interested. 

 Consumer Press will continue to update this ongoing story so check back with us later today.