Since its debut in November 2007, the Amazon Kindle has been a great success. Amazon has sold over 18 million Kindles by now. Nevertheless, Amazon's success and high sales are unable to hold a candle to Apple's recent success in sales. Since April 2010, Apple has sold approximately 29 million iPads. They are also estimated to sell 75% of all of the tablets bought this year.

However, Amazon is hopeful of a quick comeback in sales of ebook readers. Since November 2007, Amazon has produced three new Kindles. They have likewise lowered the price of the initial entry-level Kindle to $79, which makes this e-reader affordable for many demographics. (Specifically those merely seeking an e-reader that is trustworthy and can get the job done.) The latest model is the Kindle fire. Its current price is $199, which is a steal compared to Apple iPad costing $499. The Kindle fire has a seven inches colored display and utilizes Android (by Google) as an OS. These factors could lower not only Apple's business, but also the business of some other leading competitors such as Hewlett Packard.

After the Amazon Kindle was first presented, many believed that it would "fail and fail terribly ". However, e-books have immediately climbed the charts in production, and in the past 3 years have started passing traditional, printed paper books.

Amazon is solid in the belief that constantly making innovations to a product is the key to holding their Kindle at such a high demand with regards to e-readers. It is true that Amazon makes not only many innovations, but also developments to the Kindle since its release in November 2007. Lately, Amazon made the announcement that the Kindle Touch will be accessible for $99. The Kindle Touch includes built-in WiFi abilities, and of course, an advanced e-ink screen. (With the Touch's e-ink screen, you could legally sign documents. Think of the possibilities!) If the Kindle touch 3G is bought, it comes with free 3G wireless without having to pay any fees or contracts for just $149. Both the Kindle Touch and the Kindle Touch 3G can be pre-ordered, and they are set to ship on November 21st of this year.

The entry-level Kindle that is already selling for just $79, is basic in its functions (non-touch screen for instance), but is still a sleek and effective design. (This Kindle weighs a mere 6 ounces!) This is a part of the promotions included while Kindle is enlarging to support Amazon Local. Amazon continues to be building all of its media services including streaming music, movies, TV, and more.

The new Kindle Fire was birthed from a basic question; "Is there a way that all of the innovative features, sleek design and affordability can be brought all together in one remarkable product?" The solution was the Kindle Fire. The Kindle Fire has a 7" display screen and dual core processor. All of this is packed in just 14.6 ounces. For satisfaction, Amazon's cloud service backs every bit of the available content on the Kindle Fire. Syncing on the Kindle Fire is simple and noninvasive. This is because Amazon believes that syncing must be done in the background with no hassle, and wirelessly. Their Whispersync services work the same with movies the way they do with ebooks. Regarding the Kindles, it has been said that these are first-class products for prices that are not premium.