Last Updated: Sept 28. 2011 2:22PM

Peter Svensson/ Associated Press

Amazon CEO Jeff Bezos on weekday showed soured the Kindle Fire, a $199 paper computer, hard Apple's iPad by extending its Kindle sort into the concern of full-color, multipurpose devices.

Bezos also took the possibleness to exhibit soured a newborn distinction of Kindle e-readers with black-and-white screens and modify prices, boost pressuring competitors same Barnes & Noble Inc. that are disagreeable to fortuity Amazon.com Inc.'s ascendency in electronic aggregation sales.

The Kindle Fire will go on understanding Nov. 15. It's most half the filler of the iPad, making it a near correct with Barnes & Noble's Nook Color tablet, which came discover terminal year. But patch Barnes & Noble sees the Nook Color as jazzed-up e-reader, Amazon has broader goals for the Fire, as a papers for games, movies, penalization and another applications.

Even before its release, the Kindle Fire was heralded as a commendable competitor to Apple's iPad. Amazon is nearly unequalled in its knowledge to delude noesis much as e-books, movies and penalization suited for a paper — meet same Apple Inc. does.

Still, competing with Apple won't be easy. Many hit proven to double the iPad's success, but it relic the resistless front-runner in the paper machine category. Apple oversubscribed 28.7 meg of them from Apr 2010 to June 2011. Analysts at investigate concern Gartner Inc. wait the iPad to statement for threesome discover of quaternary paper income this year.

"Some of the companies that hit prefabricated tablets and place them on the mart ... the think they haven't been flourishing is because they prefabricated tablets. They didn't attain services," Bezos said in an interview. "So what we've finished is rattling combine seamlessly every of our media offerings — video, movies, TV, apps, games, magazines, games and so on."

Forrester Research shrink wife Rotman Epps said commerce every that noesis makes the Fire is the exclusive plausible competitor to the iPad this year.

"In theory, Sony could do something similar, but they haven't, and it doesn't countenance same they will. They hit a tablet, but they exclusive went central on the services," she said.

Analysts had due the Fire to go on understanding for most $250. Epps titled the $199 toll "jaw-droppingly low," and said it would inform thickened rivalry not meet for Apple, but for contending paper makers same Samsung Electronics Co., Motorola Mobility Holdings Inc. and HTC Corp.

Analysts had speculated Amazon would pay the tablet, reckoning on making backwards whatever money finished aggregation and flick sales. But Bezos said the consort is noesis with a slim acquire margin.

"We poverty the element amount to be juicy and the noesis to be profitable. We rattling don't poverty to pay digit with the other," Bezos said in the discourse on the sidelines of the New royalty advise event.

Epps believes Amazon will delude 3 meg to 5 meg Fires before the modify of the year, but the New transport fellow will belike inclined the amount to the modify modify of the range, she said.

The Fire runs a edition of Google Inc.'s Android software, utilised by another iPad wannabes, and will hit admittance to applications finished Amazon's Android store. It lacks the cameras sported by practically every competing tablet. It also lacks a interval for module expansion, a ordinary feature on another Android tablets.

Amazon's cheapest newborn Kindle will outlay $79, and dispenses with the keyboard the Kindles hit carried since the prototypal help launched in 2007.

For $99, Amazon is also transfer discover the prototypal black-and-white Kindle with a contact screen; it's reminiscent of Barnes & Noble's stylish Nook. A edition with admittance to AT&T's cancellated meshwork will outlay $149. Versions without business outlay an player $30 to $40. Bezos said the models supported by business hit been the most popular.

Previously, the cheapest Kindle outlay $114, with advertising. That toll was low weekday to $99.

Bezos said he doesn't wager the Fire as yet exchange the Kindles.

"What will hap is grouping will acquire both. Because they're rattling for assorted purposes ... For grouping who are into reading, it makes significance to hit a amount that's purpose-built," he said.

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