The online retailer's latest Fire devices could have been billed as the slate of the nation as each new model is the result of customer feedback and of consumer buying and preference trends observed across the company's website.
So, as well as a new range-topping Fire HDX 8.9in tablet that wants to be a serious alternative to the iPad Air — it's lighter than Apple's current full-size tablet, its screen has more pixels and it even boasts Dolby sound — there is also a new line of seriously affordable US$99 (RM320) tablets and even a new Kindle Fire aimed directly at children.
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