Revealed on Wednesday, Amazon Fire TV is a $99 micro-console that streams movies and TV shows, but also plays a range of Android-based games. The latter feature puts the system in direct competition with the likes of Ouya, GameStick and Mad Catz Mojo.
But Ouya chief executive Julie Uhrman believes Amazon's new system lacks the focus that her own console benefits from.
"Just as Amazon blazed a trail for a new way of selling online, Ouya invented a new way to think about console games. But for us, games are not simply an 'added bonus', they are the whole point," she told CVG.
"Ouya is solely dedicated to the devs creating games, and the players who play them. Their ideal experience is all we think about."
Analysts believe Amazon's Fire TV will be a contender in the micro-console market.
"The only one who should be worried is Ouya, since it is essentially the same device from a games perspective, but it does more because it accesses movie streaming," said Wedbush Morgan analyst Michael Pachter.
Piers Harding-Rolls of HIS said Fire TV "will have smaller Android console players looking over their shoulders".
While the unit is now available across the US, Amazon has not yet revealed Fire TV European release dates.
"Fire TV is not available outside the US at this time and we're not able to speculate on future plans," a representative for the company told CVG.
The retailer is not willing to say any more on the matter, casting some doubts over international launches. Expansion plans across Europe may be dependent on the device's commercial performance in the US.
Amazon Fire TV carries 2GB of memory, a quad-core processor, a dedicated GPU and inbuilt Wi-Fi support.
"It's tiny, incredibly powerful, and unbelievably simple," Kindle executive Peter Larsen said on Wednesday, adding that the device offers three times the performance of Apple TV, Roku, and Chromecast devices.