Having previously challenged Apple’s iPads and Apple TVs with rivals called Fire and Fire TV, Amazon today debuted a series of new Fire tablets and Fire TV media streamers at remarkably aggressive price points. Led by the new $49.99 7″ Fire tablet, the Fire tablets aim to dramatically undercut iPads on price, while the $99.99 4K Fire TV and its siblings were designed to leapfrog new and old Apple TVs with specific features…

The sub-$50 7″ Fire tablet features a 7″ IPS display, quad-core 1.3GHz processor, and 8GB of internal storage with up to 128GB of microSD expansion. Amazon is also offering a the 7″ Fire in a six-pack (via promo code FIRE6PACK) for $249.99 — less than $42 each, or six tablets for less than a single iPad mini — and a $99.99 encased Kids Edition with a “no questions asked” two-year replacement plan. The new 8″ Fire HD 8 ($149.99) and Fire HD10 ($229.99) come closer to basic iPads in specs, omitting Retina-caliber displays and metal bodies for designs billed as “almost 2x more durable than the latest iPad Air.”

Amazon’s direct challenger to the fourth-generation Apple TV is the $99.99 Fire TV with 4K Ultra HD and Alexa, which includes a quad-core processor, support for 4K and HEVC video streaming, Alexa-aided voice control, 802.11ac wireless, and up to 128GB of microSD storage expansion. For $10 less than the new Apple TV, a $139.99 Fire TV Gaming Edition has the same basic design and specs as Amazon’s entry-level model, but includes a wireless game controller, an extra 32GB of storage, and two games. Amazon is also offering $39.99-$49.99 Fire TV Sticks with standard and voice remote controls to challenge the $69 third-generation Apple TV.

Sales of the Fire TV reportedly eclipsed the Apple TV earlier this year, as Amazon took third place away from Apple in the media streaming device market. Roku and Google have dominated the market with competing devices.

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