Maybe a few years ago when the search engines used exact match domains as a key relevancy indicator. SE now are highly likely to put amazon.tld above firetv.com for all "fire tv" searches [Google does for me now anyway]. Who types in domain names anyway?

Amazon's brand strength means those not going to a SE are going to go to Amazon.tld to find it, certainly that was what I did without thinking about it. [Sadly though there's nothing there that's relevant except the option to buy a Chromecast, seems very poor marketing to me. They could probably take pre-orders even without a localised list of content providers being ready].