Introducing the All-New Fire HD: Powerful Tablets Designed for Entertainment

Incredibly thin and light design, stunning HD display with over 1
million pixels, fast quad-core processor, stereo speakers with Dolby
Audio, front- and rear-facing cameras, expandable memory via microSD,
and almost 2x more durable than the latest generation iPad Air—all of
this for just $149.99 for 8” and $229.99 for 10.1”

The best entertainment experience on a tablet with Fire OS 5
“Bellini,” which features an updated user interface, adds hundreds of
new features and platform enhancements, and introduces exclusive
features like On Deck, Activity Center, Mayday Screen Sharing, and more

First tablets with Amazon Underground built-in, delivering a
one-of-a-kind app store experience where over $10,000 in apps, games,
and even in-app items are actually free—including extra lives, unlocked
levels, unlimited add-on packs, and more

SEATTLE–(BUSINESS WIRE)–(NASDAQ: AMZN)—Amazon today introduced all-new Fire HD tablets, designed
from the ground up for entertainment with a stunning 8” or 10.1”
widescreen HD display, an incredibly thin and light design, quad-core
processor, stereo speakers with Dolby Audio, front- and rear-facing
cameras, and microSD card support providing up to 128GB of expandable
storage. Fire HD also introduces Fire OS 5 “Bellini,” which brings the
best entertainment experience on any tablet, with an updated user
interface, deep integration of Amazon-exclusive services, and hundreds
of new and upgraded features and platform updates.


With its 8” display, Fire HD 8 is the perfect tablet for web browsing,
reading, or gaming. It is available in four color options: black,
magenta, blue, and tangerine, and offers an incredible value at only
$149.99. Fire HD 10 is Amazon’s largest tablet yet, with a 10.1” display
that is perfect for widescreen entertainment. Available in two color
options, black and white, it’s only $229.99. Fire HD tablets start
shipping September 30.

New Fire HD features:

  • Thin and light industrial design—at 7.7mm, Amazon’s thinnest tablets
    ever.
  • Crisp and vivid HD display with over 1 million pixels; with a 16:10
    widescreen aspect ratio, Fire HD 8 offers 15% more HD video viewing
    area and Fire HD 10 offers 22% more HD video viewing area than
    similarly-sized tablets with a 4:3 aspect ratio.
  • Powerful quad-core processor running at up to 1.5 GHz for fast app
    switching and fluidity.
  • As measured in tumble tests, Fire HD is almost 2x more durable than
    the latest generation iPad Air.
  • Up to 128GB of expandable storage via microSD—enjoy even more videos,
    music, games, and photos while offline.
  • Stereo speakers with Dolby Audio, which are custom-tuned for
    immersive, high-quality sound.
  • Powered by the latest version of Fire OS—Fire OS 5
    “Bellini”—with an updated user interface that is inspired by the
    beautiful layouts of high-quality magazines, making it fun to browse
    for your next movie, song, or book, or easy to pick up where you left
    off. Plus, Fire OS 5 includes hundreds of new and upgraded features,
    platform updates, and Amazon-exclusive services.
  • First tablet with Amazon Underground, a one-of-a-kind app store
    experience where over $10,000 in apps, games, and even in-app items
    are actually free—including extra lives, unlocked levels, unlimited
    add-on packs, and more.
  • Have you ever forgotten to download a movie ahead of a flight? For
    Prime members, On Deck automatically keeps your Fire tablet current
    with popular Prime movies and TV shows, as well as Amazon Original
    Series, so you always have something good to watch. Importantly, On
    Deck only uses the available storage on your tablet, opportunistically
    in a special shadow mode. When you download something, On Deck
    automatically makes room for your selected content—there’s no hassle
    of needing to clear out space yourself.
  • The best reading experience on a tablet gets even better with Word
    Runner, a new feature designed to help you read faster—one word at a
    time—by bringing each word to the center of the screen to where your
    eyes are already focused. Word Runner gradually builds to your
    preferred reading speed, then algorithmically and automatically slows
    down for difficult words, punctuation, and paragraph breaks.
  • For parents whose kids have outgrown Amazon FreeTime, Activity Center
    provides an easy way for them to see how their kids are spending time
    on their Fire tablet—from how much time their kids spend playing games
    to which websites they visit.
  • Mayday Screen Sharing lets an Amazon expert guide you remotely through
    any feature on your screen, available 24×7, 365 days a year—for free.
  • Access to over 38 million movies, TV shows, songs, books, magazines,
    Android apps and games, and more—with free, unlimited cloud storage
    for all Amazon content.
  • Amazon-exclusive features customers love, including ASAP, X-Ray,
    Second Screen, Family Library, Amazon FreeTime, Prime Video downloads,
    and more.
  • Video chat with friends and family with the 720p front-facing camera;
    take photos and capture videos in 1080p full HD with the 5MP
    rear-facing camera.
  • Free, unlimited cloud storage for all photos taken on Fire devices,
    automatically backed-up wirelessly.
  • All-day battery life delivers up to 8 hours of reading, browsing the
    web, listening to music, and watching video.

“Fire HD combines an incredibly thin and light design with powerful
performance to deliver the best entertainment experience available on a
tablet,” said Jeff Bezos, Amazon.com Founder and CEO. “A beautiful
widescreen HD display, fast quad-core processor, expandable storage,
Fire OS 5, exclusive features, and the Amazon content ecosystem of more
than 38 million movies, TV shows, songs, books, apps, and games.”

Engineered by Amazon—Designed for Entertainment

Thinnest Fire Tablets Ever and Incredibly Light
Amazon’s
thinnest tablets ever at 7.7mm, the new Fire HD tablets are incredibly
light—in fact, at 432 grams, Fire HD 10 is lighter than iPad Air—making
them easy to hold for hours so you can watch movies, read books, and
play games comfortably.

Crisp and Vivid HD Display
Constructed using fully laminated
HD IPS displays with over 1 million pixels, Fire HD offers vivid image
quality with less glare, high luminance, and wide viewing angles. Fire
HD 8’s widescreen 16:10 aspect ratio also offers 15% more HD video
viewing area than the new iPad mini 4; Fire HD 10 offers 22% more HD
video viewing area than the latest generation iPad Air. This means that
rather than shrinking a movie to fit the screen, Fire HD presents a
widescreen image so you can enjoy the full picture—as it was intended,
without compromise.

Powerful Processing Performance
Fire HD is powered by a
MediaTek quad-core processor running at up to 1.5GHz—resulting in a fast
and fluid UI, and HD videos and high frame-rate games that run smoothly.

2x More Durable—Stands Up To Everyday Life
With a Gorilla
Glass display and a design that is engineered for best-in-class
durability, you don’t have to worry about Fire HD breaking. In fact, as
measured in lab tumble tests, Fire HD is almost 2x more durable than the
latest generation iPad Air.

Exceptional Audio
Fire HD is custom-tuned for immersive,
high quality sound—it features two stereo speakers with Dolby Audio,
including 5.1 virtual surround sound so that you can listen to videos or
music at full volume and still hear crisp, clean sound.

More Storage
Fire HD now offers expandable storage via a
microSD card slot for up to 128GB of additional storage, so you can
access even more content, including apps, movies, music, and photos
while offline. When combined with free, unlimited cloud storage for
Amazon content and for your personal photos taken with Fire devices,
you’ll never be without a favorite movie, game, or photo album.

Colorful New Accessories
Fire HD offers a new protective
cover available in six colors that can stand in both portrait and
landscape orientations, starting at $39.99. Also available for Fire HD
10 is a protective Bluetooth keyboard case that stands in three angles
and is designed to provide a natural typing experience with full-sized
keys, an integrated track pad, and shortcut keys that provide
single-click access to email, media controls, and volume. The Fire HD 10
Keyboard Case is $99.99 and is available for pre-order at www.amazon.com/Fire-HD-Keyboard.

Introducing Fire OS 5 “Bellini”
Fire HD is powered by the
newest version of Fire OS—Fire OS 5 “Bellini”—which introduces hundreds
of new and updated features. Fire OS starts with Android Lollipop, and
improves upon it by deeply integrating Amazon’s hardware, platform,
software, content, and cloud. For developers, if an app runs on Android,
it can run on Fire OS with little to no work.

Updated User Interface
Fire OS 5 “Bellini” introduces an
updated user interface that provides the best entertainment experience
on a tablet, making it easy to access your favorite apps or discover new
content. The new home screen includes dedicated content pages for books,
games and apps, video, music, audiobooks, and periodicals—each page
presents an engaging layout akin to the beautiful pages of a magazine
and presents your recent content as well as personalized suggestions for
new entertainment. If you subscribe to services like Prime, Kindle
Unlimited, or Audible, you can easily discover new content that you can
access at no additional cost.

On Deck—Ensures You’ll Always Have Something Good to Watch
Have
you ever forgotten to download a movie ahead of a flight? For Prime
members, On Deck automatically keeps your Fire tablet current with
popular Prime movies and TV shows, as well as Amazon Original Series, so
you always have something good to watch. Importantly, On Deck only uses
the available storage on your tablet, opportunistically in a special
shadow mode. When you download something, On Deck automatically makes
room for your selected content—there’s no hassle of needing to clear out
space yourself. This feature will be available via a free, over-the-air
Fire OS update in the coming months.

Amazon Underground—With Apps That Are Actually Free
Many
apps and games that are marked as “free” turn out not to be completely
free. They use in-app payments to charge you for special items or to
unlock features or levels. Fire HD tablet owners have access to a
one-of-a-kind app store experience where over $10,000 in apps, games,
and even in-app items are actually free. Experience titles from top
developers, including Disney, Rovio Entertainment, Gameloft, Zeptolab,
and Sega of America without ever having to pay for the app or in-app
purchases.

Best Tablet for Reading—Now Even Better with Word Runner
Fire
HD offers a crisp HD display, Amazon-exclusive features like the
Bookerly reading font and Immersion Reading for audiobooks, and
innovative new reading enhancements being introduced with Fire OS 5
“Bellini.” Read Faster—one word at a time—with Word Runner, a new speed
reading feature that brings each word to the center of the screen to
where your eyes are already focused. Word Runner has Dynamic Pacing so
it gradually builds to your preferred reading speed and algorithmically
and automatically slows down for difficult words, punctuation, and
paragraph breaks. If you miss something, just tap and hold the screen to
activate the brake, which instantly pauses Word Runner and lets you
easily scroll back and pick up wherever you’d like. See a video: www.amazon.com/wordrunner.

Activity Center—More Tools for Parents
For parents with kids
who have outgrown Amazon FreeTime but are not yet ready to be without
parental controls, Activity Center provides an easy way for parents to
see how their kids are spending time on their tablet. When Activity
Center is enabled, parents can visit a customized, secure page on their
smartphone, tablet, or computer to review how much time their kids spend
playing games, watching videos, and reading. Parents can also choose to
view browser history via Activity Center in order to understand what
sites their kids are visiting on the Internet, or can look at which
specific apps, books, or videos their kids accessed. Activity Center
will be available via a free, over-the-air Fire OS update in the coming
months.

Share Even More with Family Library
Family Library now
allows families in an Amazon Household to share Prime benefits,
including Prime Video, Kindle Owners’ Lending Library, free 2-day
shipping on millions of items, and many other benefits. Family Library
links your Amazon account to that of your spouse or partner so you can
easily share apps, games, audiobooks, books, and Prime Video content
within your household without changing accounts. Family Library lets
family members share their content while using a single Fire tablet with
different profiles, or across multiple devices—including Kindle
e-readers, Fire tablets, and Amazon Fire TV—as well as on all of the
other most popular devices and platforms with the free Kindle, Audible,
and Amazon Video apps.

World-Class Customer Service—For Free
Mayday revolutionized
customer service with video chat on Fire HDX. Mayday Screen Sharing now
brings Mayday-powered tech support to Fire HD tablets, delivering 24×7,
365 days a year technical assistance—for free. When you call in to
customer service by phone, the Amazon expert can share your screen—with
your permission—to draw on your screen, talk you through how to do a
task, or to do it for you.

Best Tablets for Prime
The new Fire HD user interface is
perfect for helping Prime members discover the best selection of digital
content—available at no additional cost. Prime Video provides streaming
access to tens of thousands of movies and TV episodes, including Entourage,
Orphan Black, and Downton Abbey, and is the only U.S.
online subscription service that enables offline viewing. Plus, get
access to award-winning Amazon Original programming like Transparent
and Tumble Leaf, as well as new shows coming this fall. With
Prime Music, you can listen ad-free to over a million songs, and with
the Kindle Owners’ Lending Library, you can choose one book per month
from more than 800,000 books to borrow for free with no due dates,
including current and former best sellers. Included with Prime, you will
also receive secure unlimited photo storage in Amazon Cloud Drive for
your entire photo collection.

All the Content
In addition to the Prime content, Amazon
offers access to over 38 million movies, TV shows, songs, apps, games,
books, audiobooks, and magazines—including hundreds of thousands of
exclusives:

  • Over 300,000 apps and games in the Amazon Appstore, including the most
    popular titles like Facebook, Netflix, iHeartRadio, Twitter, Angry
    Birds Stella, Minecraft: Pocket Edition, and more.
  • Amazon Video offers hundreds of thousands of titles to buy or rent,
    including new release movies such as The Divergent Series: Insurgent,
    The Longest Ride
    and Hot Pursuit, or the latest TV
    programming like The Astronaut Wives Club, Pretty Little
    Liars
    , How to Get Away With Murder, and many more.
  • Millions of songs are available with Amazon Music and purchases are
    stored for free in the cloud for access anytime, anywhere.
  • Hundreds of magazines and newspapers are available for a free trial
    subscription, including popular titles like People, Vogue, Better
    Homes & Gardens, Sports Illustrated, Entertainment Weekly, The
    Washington Post, The Wall Street Journal, and many more.
  • Millions of books, including hundreds of thousands of titles that are
    exclusive to the Kindle Store. Over a million titles are $2.99 or
    less, over two million are $9.99 or less.
  • With Kindle Unlimited, enjoy unlimited reading of over 1 million books
    including Diary of a Wimpy Kid, the Wayward Pines
    trilogy, and the entire Harry Potter series, and unlimited
    listening to a selection of thousands of audiobooks for just $9.99 a
    month.
  • Over 180,000 professionally-narrated audiobook titles from Audible,
    with free samples to listen to before buying.
  • Amazon FreeTime Unlimited offers more than 10,000 books, videos, and
    educational apps and games that have been curated for
    age-appropriateness for kids—starting at $2.99 per month.
  • Now you can watch the big game, breaking news, and more live with a
    subscription to Sling TV—which includes channels such as ESPN, CNN,
    TBS, HGTV, AMC, and more. Plus with apps like HBO NOW and SHOWTIME,
    customers no longer need a cable subscription to access their favorite
    TV shows and movies on Fire tablets.

All the Features Customers Expect from Amazon

Fire HD is not a gadget—it is a seamlessly integrated service that
combines all of the features that customers love about Amazon, Prime,
and Fire devices, including:

  • Instant streaming with ASAP—No more waiting for movies and TV shows to
    buffer. ASAP (Advanced Streaming and Prediction) predicts which Amazon
    movies and TV episodes you want to watch and has them ready for you
    before you even hit play, so videos start instantly.
  • Easily find out who that actor is—X-Ray for Movies and TV Shows is
    available directly on Fire HD—simply tap the display and get instant
    access to actor biographies in the scene, trivia, soundtracks, and
    more on tens of thousands of movies and TV episodes. X-Ray for Movies
    and TV Shows is exclusive to Amazon Video and powered by IMDb—the #1
    movie website in the world.
  • Simple to set-up and easy to use—Arrives pre-registered so you can
    simply turn it on and start enjoying your entertainment within minutes.
  • Screen sharing—Tap the “fling” icon on your Fire tablet to send video
    and audio to your compatible big-screen TV using Second Screen.
  • Personal photos and videos—Play slideshows and choose a favorite album
    for your home screen image. Photos or videos you take via phone or
    tablet can be automatically uploaded to Amazon Cloud Drive, making
    them accessible on all of your Fire devices, and on compatible iOS and
    Android devices.
  • Whispersync—Amazon’s Whispersync technology saves and synchronizes
    your Amazon video, book, and music library across all Amazon devices.
    Start watching a movie on an iPhone or a Fire tablet, and pick up
    where you left off on Amazon Fire TV.
  • Enjoy on hundreds of devices—Buy a movie, TV show, book, or song on
    Amazon once, and enjoy it everywhere—on hundreds of devices, including
    iOS, Android, and Fire OS devices.
  • 1-Tap Archive—Automatically backs up your Amazon digital content in
    the cloud so you never need to worry about losing content.
  • Amazon FreeTime—Available exclusively on Amazon devices, FreeTime
    provides innovative parental controls that encourage learning before
    play and that help manage screen time.
  • Free month of Amazon Prime—Amazon continues to invest in bringing
    Prime members new movies, TV shows, songs, and books to enjoy at no
    additional cost. Prime members enjoy unlimited, commercial-free,
    instant streaming of thousands of movies and TV episodes with Prime
    Video, and unlimited photo storage in Amazon Cloud Drive. Eligible
    customers can get a free 30-day trial of Amazon Prime when they
    purchase a Fire HD tablet.

The Fire Family

Fire HD 8 is available for pre-order beginning today with 8GB or 16GB of
memory starting at $149.99 at www.amazon.com/FireHD8
and comes in four fun color options: black, magenta, blue, and
tangerine. Fire HD 8 starts shipping September 30. Fire HD 10 is also
available for pre-order beginning today with 16GB or 32GB of memory
starting at $229.99 at www.amazon.com/FireHD10.
It is available in two color options: black starts shipping September
30, and white starts shipping in the coming weeks.

Customers can also purchase Fire HD protective covers starting at $39.99
and a protective Bluetooth keyboard case for Fire HD 10 for $99.99.

Amazon also today announced the all-new Fire tablet, Fire Kids Edition,
and a new Amazon Fire TV. To read the press release about the all-new
Fire visit www.amazon.com/fire-pr;
to read about the new Fire Kids Edition, visit www.amazon.com/kids-edition-pr;
to read about the all-new Amazon Fire TV, visit www.amazon.com/fire-tv-pr.

About Amazon

Amazon.com opened on the World Wide Web in July 1995. The company is
guided by four principles: customer obsession rather than competitor
focus, passion for invention, commitment to operational excellence, and
long-term thinking. Customer reviews, 1-Click shopping, personalized
recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct
Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa are
some of the products and services pioneered by Amazon.

Contacts

Amazon.com, Inc.
Media Hotline, 206-266-7180
amazon-pr@amazon.com
www.amazon.com/pr