Amazon has waded into tablet wars with the launch two devices to take on both ends of the market - bargain and slick.
It's revamped Kindle Fire HD for £119 will battle with the £119 Hudl from Tesco and £99.99 MyTablet launched this week by catalogue king Argos.
The redesigned Kindle Fire HD is slimmer, lighter, has a better sound system and sharper image with a million pixels - 66% more than the previous model.
And Amazon is planning to take on Apple with its superfast Kindle Fire HDX for £199 for a seven inch screen and £329 for the 8.9 inch version.
Tech fans are eagerly waiting for Apple's new iPads to hit shelves on November 1, for a reported £399 for a 16GB iPad 5 and £269 for the revamped iPad Mini.
While Apple will be unveiling the devices at an event next week, Amazon has stolen a march on the iconic brand by launching two tablets at affordable prices.
Powered by Vodafone's 3G and 4G network, the HDX is twice as powerful as the previous Kindle Fire, a third lighter and has a Mayday button for instant tech help for those who hit problems.
Jeff Bezos, Amazon.com founder and chief executive said: "It's been just one year since we introduced Kindle Fire in the UK. The team is innovating at an unbelievable speed, and we're excited to bring our new Kindle Fire HDX to the UK."
Jorrit Van der Meulen, vice-president for Kindle in the EU added: "I just know we are never satisfied because customers are never satisfied, and we will keep innovating on their behalf."
Tablets are being tipped as the Christmas must-have and this year the choice is greater than ever.
Slugging it out with Amazon, Apple, Argos and Tesco are Google's new 16GB Nexus 7 costing £199 and Samsung's 16GB Galaxy Tab 3 priced at £249.99.
Dickon Ross, editor of Engineering and Technology magazine, said: "Price is the key issue - Android devices are much more competitively priced, while the iPad is more expensive.
"At the moment Android devices seem to be getting cheaper month by month and some users consider it a more open system compared to the more closed-walled garden approach that Apple takes."
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