The Kindle Fire is priced at $199 and will ship Nov. 15. In addition, Amazon rolled out a trio of new Kindle e-readers, including a pair of new touchscreen models. The top-of-the-line Kindle touch 3g will sell for $149, the Kindle touch, $99, and the Kindle, $79. The lowest priced Kindle previously was $114, and the Fire will cost about $300 less than the iPad.
"We're building premium products at non-premium prices," Amazon CEO Jeff Bezos repeated several times during the press conference. The aggressive pricing will certainly present challenges to both Apple and Barnes & Noble, which sells the rival Nook e-reader. More to come.