Kindle Lineup Expanded By Amazon

Amazon.com has increased its push toward more hardware Wednesday by debuting six upgraded or new devices. Included in the devices is a high end e-reader for $199 known as the Kindle Voyage and a tablet that is its least expensive to date.

The No. 1 online retailer in the United States also redid its basic e-reader the Kindle to include a new touchscreen. The new basic line Kindle will be just $79 or about 15% more expensive than the current model.

The other devices that were new that Amazon unveiled Wednesday include a $99 HD Kindle Fire tablet, which has a smaller screen that is six inches, and a tablet that is designed for children that is priced starting at $149.

Amazon also has upgraded its two Fire tablets.

All the new and upgraded devices will start being shipped in October.

The Kindle lineup is expanding, which underscores the commitment by CEO Jeff Bezos to develop devices in order to retain users and increase its core business of shopping and retail.

Just this year, Amazon launched a grocery-ordering wand, a TV set top box and its Fire smartphone, which was debuted in July to only lackluster reviews.

Amazon, which in 2007 entered into the hardware sector with its Kindle launch, has adopted a sales strategy of selling devices for cost and profits when its users purchase goods or content.

The company has invested heavily in its content, signaling a deal to stream HBO shows such as The Wire and The Sopranos to members of its subscription program Prime.

Executives touted the new Kindle Voyage as Amazon’s thinnest device to date. The company is hoping that heavy readers will adopt the device, which closely mimics a paper book.

The Kindle, which will sell for $79 is important to attract new content users, particularly in markets such as Germany, Japan and China where the e-readers have started to gain stronger traction in the marketplace, said Amazon executives.

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