Amazon offers free 30-day Fire TV trial

Amazon (NASDAQ:AMZN) is offering users the chance to try the Fire TV set-top box for 30 days free of charge.

It's a bold move for the Internet giant, which hasn't had any trouble selling the device since debuting in April. Immediately after launch, Fire TV sold out within days and quickly became the company's best-selling electronics item, outpacing Google's $35 Chromecast streaming box.

A select set of customers received emails this week announcing the special 30-day trial. Amazon claims that anyone who received the message is eligible to register for the invite-only offer. Customers can click the "Apply Offer" button in the email, add Amazon Fire TV to their online cart and the company will ship to those customers for free.

If after 30 days the customer decides against the service, Amazon says it will pay for users to ship the device back. Customers who don't return the device will be charged the regular $99 price after 30 days has passed.

Amazon in April announced its long-rumored streaming device, Amazon Fire TV, a set-top box that plugs into any HDTV for instant access to services such as Netflix, Prime Instant Video and Hulu Plus. The device retails for $99 and is similar to competing devices from Chromecast, Roku or Apple TV (NASDAQ: AAPL).

Amazon has stepped up online services in recent weeks, as the company seeks to lure more customers to shop on its massive e-commerce platform. Earlier this month, the company said it has expanded Sunday delivery service to 15 additional cities as the race to deliver products around the clock to everyone, everywhere, picks up steam.

The company also recently unveiled a tech store where shoppers can now get products such as smart watches, fitness and wellness trackers, and wearable cameras. The tech store joins another new service, Prime Pantry, in which Prime subscribers can fill a 4-cubic-foot box with up to 45 pounds of selected items and have it shipped to their home for $5.99, plus the price of the items included.

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