Amazon brings cut-price Kindle Fire tablet to UK

Amazon: unveils Kindle Fire HD
Amazon: unveils Kindle Fire HD

Amazon has set its sights on the UK by announcing its Kindle Fire tablet range will go on sale here for the first time from 25 October, and revealing plans to create 2,000 jobs.

Jeff Bezos, Amazon's chief executive, unveiled the latest version of its tablet, dubbed the Kindle Fire HD, at a keenly anticipated event in California (7 September).

The seven-inch tablet has a high definition display, Wi-Fi, Dolby audio, 11 hours of battery life and an enhanced processor and graphics engine.

The 16GB version has been priced at £159 and the 32GB version at £199, undercutting Apple's iPad, which starts at £329 for the iPad2.

Bezos told the audience: "People don't want gadgets anymore. They want services that improve over time. They want services that improve every day, every week, and every month. Kindle Fire is a service."

The tablets are available to pre-order from Amazon.co.uk today.

Amazon has also unveiled a faster version of the original Kindle Fire, priced at £129, which first went on sale in the US in September last year.

The devices do not have 3G connectivity, but Amazon claims they are the fastest of all the tablets on the market. Users get access to purchase content from Amazon library which includes over 22 million movies, TV shows, songs, books and magazines.

Users will get one month's free subscription to its movie service LoveFilm.

Amazon claims the Kindle Fire has been its most successful product launch to date and captured 22% of US tablet sales in its first nine months.

The Kindle Fire has been billed as a not so much as an "iPad killer" but a lower priced alternative to the iPad for a different end of the market concerned with entertainment content.

While it was originally expected that the Kindle Fire would launch in the UK at the end of last year, it has been long delayed. Anticipation of a UK launch of Kindle Fire began to mount again in June this year, when Amazon it announced it was expanding its Appstore in Europe

Amazon has not revealed marketing plans for the Kindle Fire in the UK, but it is expected it will be backed by a hefty ad campaign, as it was at launch in the US.

Some reports speculated that Amazon, which has been growing its hardware business, would be unveiling its first smartphone yesterday.

Separately, Amazon has announced it will be creating 2,000 jobs in the UK during the next three years in three fulfilment centres.

Roles will include HR, IT, facilities management, learning and development and operational management.

It will also create up to 3,000 temporary jobs in the UK over Christmas, to meet sales demand.

The news follows Amazon's announcement in July that confirmed the company is launching an international hub for technology and digital innovations in Tech City, East London.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message