Amazon is planning to launch Fire TV in a number of new European markets and expand its footprint in existing ones such as the UK and Germany, according to a Bloomberg report.

Amazon will reportedly detail its plans at an event in Europe later this week.

Amazon uses its Fire TV device to boost usage of its Prime Video streaming app, which is one of the biggest VoD services in the world with more than 100 million users. Amazon also uses Fire TV to accumulate viewer data that is hugely valuable when sold to advertisers.

Amazon last year cut a North American deal with Best Buy to sell TVs made by Insignia and Toshiba with Fire TV baked in. Those models aren’t available in European markets, where Amazon’s presence is generally limited to sales of various versions of the Fire TV Stick.

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