Amazon is reportedly working to launch an own-brand video game console powered by Android that will launch by the end of the year. The rumor comes from Game Informer, which cites unnamed sources with "knowledge of the in-development hardware." The report states that Amazon's upcoming console will play games already available in the Kindle Fire's Amazon Appstore to ensure that a wide range of titles is available at launch.

The company is also said to be developing its own dedicated gaming controller for the console.

A columnist for blog Kotaku also tweeted that Amazon has been hiring gaming developers to shore up its game library.

Ouya has launched its own low-cost Android game consoles. But Amazon would have a leg up over the competition, as it has a large consumer base.

In May, sources told the Wall Street Journal that the retailer was developing a host of new gadgets, including two smartphones, an audio-streamer, and a set-top box.