Amazon has denounced a colour inscription P.C. called the Kindle Fire.
The $199 (130) device will run a mutated chronicle of Google's Android working system.
Until now, the firm has paltry itself to creation black and white e-readers, written for immoderate books and magazines.
As good as targeting Apple's iPad, Amazon is expected to have its sights on opponent bookseller US Barnes Noble, that already has a colour tablet.
The Kindle Fire will come in a hugely aggressive market, dominated by Apple's iPad.
Amazon will be anticipating to precedence both the strength of the Kindle brand, built up over 3 generations of its renouned e-book reader, and its skill to offer up calm such as song and video.
In new years, the firm has started gift downloadable song for sale, and moreover has a streaming video-on-demand service in the United States. Those, amalgamated with its mobile focus store, give it a more complex calm "ecosystem" than many of its rivals.
"It's the cost and the backup services that make it unequivocally exciting," mentioned Will Findlater, editor of Stuff magazine.
"Content is the large differentiator. It's what every other stage has been lacking, solely the iPad."
Amazon's preference to opt for a 7" screen, as against to the incomparable 10" displays lucky by many opponent manufacturers was a result in for regard for Ovum researcher Adam Leach.
"This shade size has positively helped them accomplish a descend cost indicate is to device but so far this form reason has not been renouned with consumers, you shall see if this is connected to other aspects of those gadgets other than its shade size. "
Digital calm has already valid itself to be a money-spinner for Amazon.
Although the firm has never expelled authorized sales total is to Kindle, it did state - in December 2010 - that it was right away selling more electronic copies of books than paper copies.
Its US rival, Barnes Noble, has moreover enjoyed success with its Nook devices.
In October 2010, the firm denounced the Nook Color, that moreover runs a chronicle of Android, despite with descend hardware specs than many entirely featured tablets.
While the Nook Color is mostly focused on book and publication reading, a few users have managed to clear its wider functionality and setup third-party apps.
The Kindle Fire's $199 (130) cost label undercuts the Nook Color by $50 (30) and is significantly cheaper than more absolute tablets from Apple, Samsung, Motorola and others.
It is due to go on sale on 15 November in the US, nonetheless universal let go dates are currently unavailable.
Alongside the Kindle Fire, Amazon moreover voiced a modernise of its Kindle e-readers.
The access turn device has had its set of keys private and will right away sell for $79, down from $99. Amazon UK voiced that the new chronicle would sell at 89.
A chronicle with paltry touchscreen capability, well known as the Kindle Touch, will sell for $99. Only the US pricing has been voiced so far.
"These are reward products at non reward prices," mentioned Amazon arch senior manager Jeff Bezos. "We are going to sell millions of these."
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