Sorry Amazon controller, but you are ugly.
The first shots of Amazon's upcoming wireless gaming controller have been revealed by Dave Zatz. It really does look like just an unformed prototype and hopefully that's the case- they wouldn't want their first gaming controller to lack any kind of personality, would they?
This controller would be for use with Amazon's still unrevealed media set-top box, which will presumably be Android-based and relatively cheap. They have the Android shop already and are doing all kinds of great business selling apps and games for their Kindle line, but this would be their step into making themselves a legitimate console manufacturer.
Just last month Amazon bought up Killer Instinct studio Broken Helix, showing how serious they are about things.
This controller would be sold seperately from their upcoming set-top box and will work with Kindle Fire devices as well. There's a ton of buttons on it (including shoulder buttons and triggers) that show just how it will control everything, not just games. The Amazon empire controls all forms of media, after all, and the set-top box will likely work like Roku and allow streaming of Amazon Prime titles, possibly Netflix and Hulu and other platforms as well. That's the reason for all those playback buttons at the bottom. LED lights on the controller will show battery levels and Bluetooth connectivity for the wireless controller.
Despite looking like a matte black brick it's interesting to see another player enter the arena. We'll see if Amazon can take over gaming like they have everything else.... they've certainly got enough money to throw at it to try and be successful.