Amazon has updated its family of Fire tablets, bringing refreshes at a number of sizes and prices, meaning there's something for everyone.
There's a lot that these tablets all have in common, not least being deeply integrated with Amazon's entertainment services, but we can understand your confusion when faced with such a decision.
So what's the difference between these tablets and ultimately, which should you choose in this epic Amazon Fire fight?
Amazon Fire design: HD 8 is lightest
The Amazon Fire HD tablets offer a similar design, only 7.7mm thick. Amazon says they are the slimmest and lightest Fire tablets ever and the dimensions look competitive against common rivals. The HD 8 measures 214 x 128mm, while the HD 10 measures 262 x 159mm and they hit the scales at 311g and 432g, respectively. By comparison, 432g is pretty light for a 10.1-inch tablet.
The Amazon Fire tablet is a 7-incher and measures 191 x 115mm, but it is a little thicker than its HD brothers at 10.6mm. It is also heavier than the HD 8 at 313g and only comes in black, while the HD 8 comes in black, magenta, blue and tangerine, and the HD 10 in black and white.
You'll find a mono speaker on the Fire, while the HD 8 and HD 10 come with dual stereo speakers and Dolby Atmos.
Amazon Fire display: HD 8 has the sharpest
The biggest difference between the Fire HD and the Fire tablet is the display. As the name suggests, the Fire HD has an high definition display, but it's not quite as simple as it sounds.
The 8-inch model has a 1280 x 800 pixel resolution, which is 189ppi. The Fire HD 10 has the same resolution display, meaning a drop to 149ppi, which is pretty low for a tablet of this size.
The Fire meanwhile has a 1024 x 600 pixel resolution, 171ppi. That means it packs in pixels tighter than the larger HD family. Although the Fire HD 10 has the largest display, it's likely to be the Fire HD 8 that looks the best of the bunch.
Amazon Fire hardware: HD models take the win
When it comes to the internal specs, there's also a difference in the power that you'll get from the Fire HD and Fire tablets. The Fire has a 1.3GHz quad-core processor, while both the HD 8 and the HD 10 come with a 1.5GHz quad-core chip, meaning the HD models will be a little faster.
All three models have microSD support for storage expansion up to 128GB, as well as free unlimited cloud storage for Amazon content. In terms of internal memory however, the Fire is offered in just 8GB, while the HD 8 comes in 8GB or 16GB models and the HD 10 in 16GB or 32GB.
There are also front and rear cameras on all three models, but while the HD models offer the same, the Fire takes a slight drop in megapixels. The 7-inch device has a VGA front-facing snapper and a 2-megapixel rear camera capable of 720 HD video recording. Both the HD 8 and the HD 10 have a 720p HD front-facing camera with a 5-megapixel rear camera capable of 1080p video recording.
The battery also differs with the Fire offering up to 7 hours of reading, surfing, watching and listening compared to the HD models that claim to deliver one hour more. One more thing worth mentioning is the Fire only supports single band Wi-Fi, while the HD models support dual-band.
Amazon Fire hardware software: All models offer Bellini
All three Fire tablets will offer the new Fire OS 5 Bellini software so the user experience across them all will be the same, even if the speed differs slightly.
You'll get access to over 38 million movies, TV episodes, songs, books, apps and games as with other Fire tablets, but the new Bellini home screen has dedicated content pages for each. There is a feature called Word Runner that is claimed to be a new fun way to read faster by keeping your eyes focused on the centre of the page, bringing the words to you.
There are plenty of features to play around with, as well as more coming and for those familiar with Fire tablets, you'll still get the same services you have had in the past.
Amazon Fire price: Which is the best model?
The Amazon Fire steals the headlines with a price of just £49.99. That makes it one of the most affordable tablets you'll find, but as we've seen, it does come with drawbacks as a result.
The Amazon Fire HD 8 will cost you £129.99 for an 8GB model or £149.99 for a 16GB model, while the Fire HD 10 is £169.99 for 16GB of storage and £199.99 for 32GB. Whichever way you cut it, these devices are all great value for money.
We're drawn to the Fire HD 8. It betters the Fire in a number of areas, but offers most of the advantages of the Fire HD 10. We'd be tempted by the HD 8 with 16GB, and a 128GB mircoSD card for expansion.
There is no doubt that these three tablets are playing the price game well, but which is the best? The Fire tablet is the cheapest, but you get a slightly smaller display, less power and less internal memory, as well as reduced camera capability. It is also thicker and heavier than the HD 8.
The Fire HD 8 has a slightly bigger display, as well as the sharpest of the three, while also sporting the same power as the Fire HD 10, but at a reduced price. You sacrifice the option of more internal storage and 2-inches of display, but everything else you get is the same.
The Fire HD 10 is the largest of the three new tablets, which certainly has its advantages, but it is also the heaviest and it has the lowest pixel density when it comes to display. It is also the most expensive.
We'd say the Fire HD 8 looks like the most interesting of these three tablets based on the specs. It is a good price, a good size, the lightest of the bunch, offers the most colour options, and has the same specs as its bigger brother, apart from storage.