Roster of new devices leverage Amazon’s library of content.
Amazon has launched a range of devices, spearheaded by a $49.99 Fire tablet.
The Fire OS 5 Bellini carries a quad-core processor, 7" IPS display, front and rear-facing cameras and up to 128 GB of expandable storage.
It also provides access to Amazon features such as Amazon Underground, while Prime members will get instant access to Amazon’s media libraries.
"Today, we’re taking another step in our mission to deliver premium products at non-premium prices," said Jeff Bezos, Amazon.com Founder and CEO.
"The all-new Fire features a quad-core processor, is incredibly durable, and is backed by the Amazon content ecosystem, the new Amazon Underground, and Amazon customer service with Mayday Screen Sharing. Fire sets a new bar for what customers should expect from a low cost tablet."
Amazon also launched the Fire HD 8 and the First HD 10, costing $149.99 and $229.999 respectively.
These devices emphasise portability, as Amazon’s thinnest devices yet, as well as durability. They carry quad-core processors running at up 1.5 Ghz, up to 128 GB of portable storage with microSD and HD IPS displays with over 1 million pixels.
The tablets will ship from 30 September.
Amazon also launched the Fire TV, costing $99.99, which provides 4K UltraHD streaming.
Paolo Pescatore, Director, Multiplay and Video at CCS Insight
"The battle for the home continues to intensify among the leading online giants, especially for the living room. As Amazon launches its new Fire TV, 4K support will give the company early mover advantage in a cut throat and increasingly competitive market.
"Awareness of 4K in the UK is growing strongly with the launch of BT Sport’s ultra HD 4K sports channel. Amazon Fire TV’s new features coupled with a strong content offering elevates it over rivals.
"However, the lack of Now TV in the UK is noticeable and must be addressed. Fundamentally, Amazon has done a great job of repackaging its assets. Consumers are now spoilt for choice with Amazon, Apple, Google, Roku and others all fighting for viewer’s attention."