Amazon is going after the grocery business as its next big growth engine, but don't let that fool you into thinking that's all it's focused on. The next target for Amazon? Your living room.

NEW YORK (TheStreet) -- Amazon (AMZN) is going after the grocery business as its next big growth engine, but don't let that fool you into thinking that's all it's focused on. The next target for Amazon? Your living room.

According to a report in GigaOM, Amazon's long awaited and oft-rumored set-top box will be unveiled any day now, with the company not only including its own Amazon Prime streaming service, but Netflix (NFLX) and Hulu Plus services as well.

Amazon could not be immediately reached for comment for this story.

Shares of Amazon were slightly lower in early Wednesday trading, falling 0.14% to $368.30

Not only does this place Amazon firmly in the battle for the living room, as it seeks to hawk its Amazon Prime Instant Video service which is part of Prime, it also places the online retailer in even more competition with Apple (AAPL) and Google (GOOG). The iPhone maker and the Internet giant already have their own technologies for the living room, with Apple TV and Chromecast, respectively. Google recently announced plans for international expansion of its popular Chromecast, which costs $35. According to Sundar Pichai, Google's SVP of Android, Apps and Chrome, the device has sold "millions" of units, but Pichai would not give an exact number.

Disclosure: I have a Google Chromecast in my living room, and I love it.

Privately held Roku is also in the set-top business, with the company recently announcing a new $49.99 Roku Streaming stick.