Amazon's New Kindle Fires Land in a More Competitive Tablet Market’s solid new tablets have a steep hill to climb
Jeff Bezos Photograph by Balazs Gardi for Bloomberg Businessweek

There’s an easy way to anticipate when is about to unveil a new Kindle Fire tablet: It’s virtually the only time the company’s home page, some of the most valuable real estate on the Web, isn’t advertising the tablet’s previous iterations. That was the case in the couple of days leading up to Sept. 25, when Amazon Chief Executive Officer Jeff Bezos released details on three new versions of the Kindle Fire. It’s Bezos’s most serious strike yet at other tablets—including Apple’s dominant iPad line—but seriousness and success do not necessarily go hand in hand.

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