London, Sept 29 : Amazon has unveiled the new kindle Fire, which it has launched in direct competition against the iPad.

Kindle fire, which is half the size of the iPad, is not just an e-reader, it also allows its user to play games, watch movies, listen to music and download new applications.

"The reason some of the companies that have made tablets haven't been successful is they didn't make services," the Daily Express quoted Jeff Bezos, Amazon boss as saying.

"So what we've done is integrate seamlessly all of our media offerings - video, movies, TV, apps, games, magazines and so on," he added.

Priced at around 199 dollars (130 pounds), Kindle Fire will hit the market on 15th November.

Tim Stevens, editor in chief of gadget review website Engadget, said the Kindle Fire will be a hit.

"People have been waiting for a tablet for 200 bucks for a long time and this is the best one I've seen so far," Tim Stevens, the editor-in-chief of Engadget said. (ANI)