Amazon has given its tablet lineup a revamp, dropping the 'Kindle' name altogether and updating its flagship Fire HDX 8.9 as well as introducing new 6in and 7in Fire HDs, plus an all-new Fire HD Kids Edition.
To go with its new hardware, Amazon has also rolled out a new version of its Fire OS – namely Fire OS 4 Sangria, which is based on Android 4.4 KitKat.
Amazon (predictably) describes the latest Fire HDX as its most powerful tablet yet, and is happy to also point out it's 20% lighter and has 30% more screen pixels than Apple's iPad Air.
Of course that's unlikely to still be the case when Apple's tablet goes through its own Autumn refresh cycle, but for now Amazon has the bragging rights.
The 8.9in display comes with a 2560 x 1600 resolution – that's an impressive pixel density of 339ppi – and a speedy 2.5GHz Snapdragon 805 quad-core processor teamed with Adreno 420 graphics.
The cameras are unchanged from the current model, so you have 8MP of shooting power round the back and 1080p video capabilities, and 720p video recording at the front.
Extras include Amazon's MayDay 24/7 instant video helpline and the Firefly camera scanner.
Amazon's newly revitalised Fire HDX tablet flagship will be available from 4 November in 16GB, 32GB and 64GB versions and with 4G LTE capabilities or just plain ole Wi-Fi.
You can pre-order directly from Amazon already, with the cheapest 16GB Wi-Fi-only model priced at £329. That includes a £10 discount for agreeing to be bombarded by adverts – or “special offers” as Amazon calls them – on the tablet's lock screen.
The existing 7in Kindle Fire HDX 7.0 remains available (though without the 'Kindle' name) starting at £199.