Since its debut in November 2007, the Amazon Kindle has been a great success. Amazon has sold over eighteen million Kindles already. However, Amazon's success and high sales are not able to hold a candle to Apple's recent success in sales. Since April 2010, Apple has sold approximately 29 million iPads. They are also estimated to sell 75% of all of the tablets marketed this year.

However, Amazon is hoping of a quick comeback in sales of ebook readers. Since November 2007, Amazon has produced three new Kindles. They have as well dropped the price of the initial entry-level Kindle to $79, making this e-reader in reach for many demographics. (Particularly those merely wanting an e-reader that is reliable and can get the job done.) The most recent model is the kindle fire. Its current price is $199, which is a steal compared to Apple iPad costing $499. The Kindle fire has a 7" colored display and utilizes Android (by Google) as an operating system. These factors could lower not only Apple's business, but also the business of some other major competitors such as Hewlett Packard.

After the Amazon kindle was first introduced, many predicted that it would "fail and fail terribly ". Yet, e-books have immediately climbed the charts in production, and in the past three years have started passing conventional, printed paper books.

Amazon is solid in the belief that continually making innovations to a product is the key to keeping their Kindle at such a high demand in relation to e-readers. It is true that Amazon has made not only many innovations, but also developments to the Kindle since its release in November 2007. Recently, Amazon made the announcement that the Kindle Touch will be sold for $99. The Kindle Touch comes with built in WiFi abilities, and not to mention, an advanced e-ink screen. (With the Touch's e-ink screen, you could actually sign documents. Imagine the possibilities!) If the kindle touch 3G is purchased, it comes with free 3G wireless without any fees or contracts for just $149. Both the Kindle Touch and the Kindle Touch 3G can be pre-ordered, and they are fixed to ship on November 21st of this year.

The entry-level Kindle that is currently selling for just $79, is basic in its features (non-touch screen for instance), but is still a sleek and practical design. (This Kindle weighs a mere 6 ounces!) This is a part of the special deals included while Kindle is enlarging to support Amazon Local. Amazon is still building all of its media services such as streaming music, movies, television, and more.

The new Kindle Fire was birthed from a simple question; "Is there a way that all of the advanced features, sleek design and affordability can be brought all together in one remarkable product?" The solution was the Kindle Fire. The Kindle Fire has a 7" display screen and dual core processor. All of this is packed in just 14.6 ounces. For reassurance, Amazon's cloud service backs all of the available content on the Kindle Fire. Syncing on the Kindle Fire is simple and noninvasive. This is because Amazon believes that syncing should be done in the background with no hassle, and wirelessly. Their Whispersync services work the same with movies the way they do with e-books. Regarding the Kindles, it has been said that these are premium products for prices that are not premium.

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