An employee demonstrates the new Kindle Fire HD 8.9' at Amazon's Kindle Fire event in Santa Monica, California September 6, 2012. Amazon.com Inc unveiled a larger, high-speed Kindle Fire tablet on Thursday for $499, challenging Apple Inc's dominant iPad and intensifying a battle with Google Inc and Microsoft in the booming tablet arena. REUTERS/Gus Ruelas  (UNITED STATES - Tags: SCIENCE TECHNOLOGY BUSINESS)
An employee demonstrates the new Kindle Fire HD 8.9″ at Amazon’s Kindle Fire event in Santa Monica

Amazon unveiled a series of new Kindle tablets Thursday as the retailing behemoth set its sights on Apple’s popular iPad as well as a broad array of computer makers, book publishers and entertainment firms.

The new devices were priced aggressively. The company’s first full-fledged tablet with a screen nearly the same size as the newest iPad will cost $200 less. Amazon acknowledged that it is not seeking to make a lot of money off the devices, saying it was more important to get consumers hooked on its vast library of music, e-books and movies.
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