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For Amazon, the introduction of the exclusive service could help it gain more attention in the crowded market of streaming-media players, where it remains a second-tier player. Rival Roku is the leading brand, with 29 percent of sales during the first nine months of last year, followed by Google's Chromecast, taking up 20 percent, then Apple TV with 17 percent, according to Parks Associates. Amazon Fire TV, which went on sale in April of last year, held 10 percent of the market.