Facing stiff competition from Apple TV and Roku, as well as Google's Chromcast, Amazon's content delivery system (CDN) -- which rivals Apple -- may be its saving grace.

"Amazon has a robust CDN, an existing advertising network, and a successful online retail property. So, it is in a position to monetize that box in ways that no other consumer electronic maker or online video service can currently match," Brett Sappington, director of research at Parks Associates, told CBS News in an earlier report.

"At the same time, having these benefits is no guarantee of success. Google also has an ad network, CDN, and successful video business (YouTube), yet was unable to find success with its GoogleTV offering," Sappington added.

From the article, "Amazon surpasses Hulu, Apple in streaming video traffic."

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