When Amazon concentrated profession and business journalists for a advise word in New royalty on Wednesday, there was a sound of excitement. The online proprietor was primed to entry its long-rumored tablet, the Kindle Fire.

The creation itself wasn't every that exciting: it's a aggregation same the iPad, in that it crapper endeavor movies and music. It retains its scholarly roots by storing media on realistic shelves (pictured, right). The actual programme most the Kindle Fire is its bargain-basement price: $199.

That was the upshot of every the devices Amazon's Jeff Bezos presented: familiar, but cheaper.

$79 Kindle: Like the ingrained and favourite Kindle, but device and without the keyboard crossways the lowermost (photo, at left).

$99 Kindle Touch: Like the Nook or Kobo, curb of the Kindle contact is on the screen. It's an e-reader only, and, for a whatever dollars more, crapper be ad-free ($139) and enter with 3G ($159). See our Technology Blog for more info.

$199 Kindle Fire: A full-color transmission tablet. Some feature it's positioned to be an iPad killer; others feature its baritone toll will crash the rest of the paper market. See our Technology Blog's report on the Kindle Fire.

The manoeuvre Amazon seems to be captivating is creating its possess versions of ingrained products and commerce them for irresistibly baritone prices.

Amazon wasn't the prototypal to inform an e-reader, but when it debuted its e-ink Kindle in 2007, it became the mart leader. That prototypal Kindle, with inferior features, retailed for $400; Kindles this Christmastime flavour will outlay inferior than a ordinal of that.

The products that its newborn e-readers are positioned to contend with are Barnes & Noble's Nook and the Kobo, both of which already hit touchscreen editions. Amazon's Kindle Touch undercuts the Kobo's toll by $30 and the e-ink Nook's by $40; will those prices become downbound to compete? Amazon, with its go-to front and panoptic client base, seems primed and healthy to margin divagation its e-book competitors.

Can Amazon's paper be an iPad killer? The toll trusty makes it captivating -- you crapper intend digit Amazon tablets for the toll of digit Apple iPad and hit $100 mitt over for whatever e-books. Or maybe for movies instead.

Amazon haw be environment its sights on the progressively undefendable Netflix as a bourgeois of moving filmed entertainment. Amazon, which launched Amazon Prime Instant watch in February, subscribed a care this season to course CBS noesis and declared a partnership with Fox to course 6,000 more titles. As daylong as you're accessing touchable in Amazon's cloud, the newborn Kindle Fire crapper undergo where you mitt soured watching that program of "Arrested Development" on your TV and garner up from there.

The cushy admittance to noesis -- and information with Amazon as a merchandiser -- haw provide the Kindle Fire an bounds when it comes to incoming the paper market. Other Android tablets hit struggled to encounter a achievement against Apple, including HP's Touchpad and Blackberry's PlayBook.

Another bounds will be the price. The PlayBook and Touchpad ordered their retail toll at around $500; the Blackberry reportedly outlay more than $300 to manufacture. Amazon has said it is losing money on the Kindle Fire devices; $199 is priced to sell.

But sometimes a understanding meet feels cheap. Take the newborn Kindle advertizing -- it's after the jump.