The online retailing giant, which made its mark as the world’s biggest bookstore, is banking its future firmly on digital content. 

The Kindle Fire is a full-colour touch screen that promises to take the fight to Apple, whose iPad has been the dominant tablet since its launch back in early 2010.

The ace up Amazon’s sleeve is its vast repository of digital content, comprising a million e-books, 100,000 movies and TV shows and 17 million songs.

Earlier this year, sales of e-books in the US outpaced their printed counterparts on Amazon for the first time in history, faster even than founder Jeff Bezos anticipated.

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