Amazon.com Inc. plans to launch a line of Alexa-powered TVs in the U.S. as early as next month, according to a Thursday report in Business Insider.

The move would mark the latest expansion of Amazon’s Alexa-powered smart home device portfolio, which represents a core component of its strategy for the consumer technology market. 

The upcoming TVs are said to feature screen sizes ranging from 55 to 75 inches. Few other details are available about the devices’ hardware specifications or software capabilities.

However, it’s safe to assume that they will support Amazon streaming services such as Amazon Prime Video. The TVs may also be compatible with the new Alexa-powered remotes that the online retail and cloud computing giant debuted earlier this year.

The first devices in the forthcoming TV lineup are said to be designed and manufactured by Amazon partners. However, the company reportedly plans to introduce an internally-designed TV as well that Business Insider’s sources said is currently in development. The TV line is described as culmination of two years of work by two key Amazon consumer technology units: Amazon Devices and Lab126, a research group credited with developing bestselling devices such as the Kindle. 

The TV market is already a major focus for Amazon. The company offers the Fire TV Cube, a compact rectangular device that can be attached to a standalone display to provide features such as Alexa access and the ability to run apps from third party developers. Moreover, Amazon is spending billions of dollars a year to expand the content catalog available to users through its streaming services.

The company earlier this year announced plans to acquire MGM Holdings Inc. in a $8.45 billion deal that is set to buy it access to about 4,000 films and 17,000-plus TV shows created over the course of nearly a century. Previously, Amazon purchased the rights to stream NFL Thursday Night football for $1 billion annually.

The upcoming line of Amazon-branded TVs will also boost another core part of Amazon’s strategy for the consumer market: its growing lineup of Alexa-powered smart home devices. Consumers have to date bought hundreds of millions of Alexa-compatible gadgets from both Amazon and third party hardware manufacturers.

The reported TVs are only one of the product lines Lab126 is said to be working on. The research group is believed to be designing a wall-mounted Echo device that would function as a smart home hub. There are also long-running reports that Lab126 is helping to develop a home robot, an initiative to which Amazon has assigned more than 800 employees, according to a report from earlier this year. 

Image: Amazon