Not exactly, it seems like it's being positioned more like a set-top box, with features and price comparable to Roku or Apple TV. It doesn't even come with a controller by default (and also apparently supports generic HID controllers, so you don't even need to use the Amazon one).
It actually strikes me that this is what the XBone should have been, given its stated focus. For all of Microsoft's attempt to sell the actual XBone as a kind of premium STB, a $500 machine with all media streaming apps stuck behind a paywall makes no fucking sense as a home media center, and what it ended up being is an expensive and underpowered console with a gimmicky peripheral. Amazon's product, on the other hand, seems like it might actually have a market, especially with their powerful ecosystem supporting it.
Although the primary difference is that Amazon actually knows how to run a successful consumer-oriented business without trying to fleece its customers at every opportunity, unlike any of the console platform holders.