Amazon has dropped the Kindle branding from its tablet ranges and refreshed the line-up for 2014.
The new Amazon Fire HD tablets come in 6- and 7-inch screen sizes and five different colour choices - perhaps to tackle the rise of the bright and cheery Tesco Hudl.
They both have pixel resolutions of 1280 x 800 (252ppi and 216ppi respectively) and feature quad-core 1.5GHz processors. Front and rear-facing cameras are included, although Amazon hasn't specified the resolution of the front-facing webcam. The rear camera is 2-megapixels and is capable of recording video in 1080p.
Screens on both are covered with Gorilla Glass and they run Fire OS 4 "Sangria".
All of Amazon's usual pre-installed software and benefits come with the devices, including Profiles for each member of the family to store their own set-up. And a Family Library feature enables family members to share books, games, apps and a Prime Instant Video account no matter who pays for the Prime membership.
Battery life for the new Fire HD tablets is claimed to be from 8 hours for mixed use. Both 8GB and 16GB options are available, with or without Amazon's "special offers" advertising. Prices start at £79 and the tablets are available to pre-order on Amazon.co.uk with shipping to start on 2 October.
The new Fire HDX is an 8.9-inch tablet that Amazon claims is its "most powerful" yet. It has a 2560 x 1600 display (339ppi) and 2.5GHz quad-core processor with 2GB of RAM and Adreno 420 graphics.
The rear-facing camera uses an 8-megapixel sensor, plus the front-facing is capable of 720p HD video calling.
It too comes with the Fire OS 4 "Sangria" operating system and a stack of Amazon extras, including its MayDay 24/7 instant video helpline and Firefly. The latter identifies printed web and email addresses, QR codes and barcodes through the camera.
A 4G LTE option is available as well as the Wi-Fi-only model and storage comes in 16GB, 32GB and 64GB flavours.
Prices start at £329 for an ad-supported "special offers" version and it will ship from 4 November. Pre-orders are available now.
The Amazon Fire HDX 7 is also still available.