Add Amazon to the growing list of companies that are gunning for their share of TV ad dollars. According to a report in The Information, Amazon is planning to launch a free, ad-supported video service for its Fire TV users that may be called Free Dive. As described, Free Dive looks to be very similar to Roku’s The Roku Channel, which is available to Roku users and as of a few weeks ago also on the web.For Amazon, the move makes perfect sense in a number of different ways. First, it’s a great complement to the growing array of paid video options Amazon offers (TV programs/movies in Prime, SVOD services in Amazon Channels, transactional, etc.). Free, ad-supported video gives Amazon its own inventory to promote all of these paid services in various ways.