This afternoon, Amazon's CEO Jeff Bezos revealed the brand's highly anticipated tablet, the Kindle Fire to the world along with the interesting Kindle Touch and a new cheap Kindle.
We'll look at each in a bit more depth later, but here are a few of the key facts about each device and how much they're likely to set you back:
Kindle Touch, $99 (around £63) or $149 (around £95) for a 3G version.
First up is the Kindle Touch. It looks a bit different to the regular old Kindle, it's got no buttons or keyboard so it relies on its new touch interface, it's a subtle brushed silver colour, it's got extended battery life AND it's much smaller and lighter than what we've been used to from the Kindle in the past.
You get everything you'd expect from a Kindle along with a few cool new features, like Easy Reach, which is a new system that allows users to turn pages easily without pressing any buttons and X-Ray, which lets you delve deeper into words, subjects and bits of the plot with Wikipedia integration.
Kindle , $79 (around £50).
This announcement is less exciting, but good news for those who've wanted a Kindle in the past but haven't been able to afford one.
It has simple buttons but no keyboard and no touchscreen. It's also 18% smaller than the Kindle 3 and weighs under 6oz. For some reason I think this device will be a HUGE hit, I mean it's nearly the price of some expensive hardback books and its compact size and design will make it very functional.
Kindle Fire, $199 (around £127).
Finally, Bezos announced Amazon's tablet offering, the Kindle Fire, an Android tablet with a 7" screen which looks like its set to be an entertainment hub in your pocket, or something less cheesy.
Bezos began by talking about just how much entertainment will be packed into the little guy, including 100,000 movies and TV shows, 17 million songs, Android Appstore and of course Kindle. Everything will be accessed through Amazon Cloud Storage.
One of my favourite features of the Kindle Fire is the famous Whispersync technology will be used for TV shows and movies too! Very nice.
There are all kinds of lovely things in there too, like multi-tasking, a customised interface, a Gorilla Glass coating and accelerated mobile browsing with Amazon Silk.