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AmazonFireTV-FireStanding1-600x577Owners of the Amazon Fire TV set-top box now have a wider selection of video providers to choose from, Amazon said in a press release today.

The company recently added streaming from WATCH Disney Channel, WATCH Disney Jr., MLB.TV, Animal Planet Live, and WWE Network, with more channels coming online later this year including NFL Now, Lifetime, WATCH ABC and Dailymotion.

It’s an important move for Amazon as the company faces heavy competition from several other companies, including Apple and Google. It’s unclear how many of those channels will have support for voice search, one of the Fire TV’s defining features.

Amazon also took the time to tout Flappy Birds Family, the new update to the wildly popular smartphone game that’s currently an exclusive to the Fire TV. (Previously on GeekWire: Game review: The new Flappy Bird is still extremely addictive)

Many of the new channels Amazon added aren’t exclusive to its set-top box, and the channels coming in the future will likely appear on competing devices like the Apple TV around the same time. (For example, Apple’s box is slated to receive NFL Now later this month.) Still, it’s important that Amazon bring a selection of channels that are similar to its competition in order to remain attractive to users.

Amazon has a long way to go in order to compete with the massive channel selection available from an Apple TV or Roku box, but it looks like the Fire TV is going to be a strong competitor when customers go gift shopping for this holiday season.

Previously on GeekWire: Review: Amazon’s Fire TV sets a new bar for streaming boxes

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