NEW YORK — Amazon is taking on the untouchable iPad with a touch-screen tablet of its own.
The company Wednesday introduced its entry in the rapidly expanding market for hand-held computers — a device called Kindle Fire that connects to the Web, streams movies and television, displays e-books and supports thousands of apps.
It’s half the size of an iPad and will be less than half the price when it goes on sale Nov. 15. Amazon is offering the Kindle Fire for $199. The bare-bones iPad sells for $499, the most expensive for $829.
Of course, competing with the iPad won’t be as easy as swiping a finger.
Analysts at one research firm, Gartner, say three of every four tablets sold this year will be iPads. Apple sold almost 29 million of them from April 2010 through June of this year.
Amazon sells more than 1 million e-books, 100,000 movies and TV shows, and 17 million songs. It hopes it will succeed where other companies have failed because the tablet is designed to tap into Amazon’s massive storehouse of media content.
“The reason they haven’t been successful is because they made tablets. They didn’t make services,” Amazon chief executive Jeff Bezos said of competing tablet offerings.
Bezos unveiled the Kindle Fire at a media event that was stage-managed much the same way Apple choreographs its product launches. He walked a stage extolling the product while technology sites live-blogged the event.
He also introduced three versions of the popular Kindle e-reader, all with black-and-white screens — a basic model for $79, a touch-screen version for $99 and a touch-screen with 3G wireless service for $149.
Those devices will further pressure competitors such as Barnes & Noble as they try to break Amazon’s dominance in electronic-book sales.
The Kindle Fire’s size, with a screen that measures 7 inches diagonally, makes it a close match to Barnes & Noble’s Nook Color tablet, which came out last year. But while Barnes & Noble sees the Nook Color as jazzed-up e-reader, Amazon has broader goals for the Fire as a platform for games, movies, music and other applications.
All that content makes the Fire the only credible competitor to the iPad this year, said Sarah Rotman Epps, an analyst with Forrester Research.
“In theory, Sony could do something similar, but they haven’t, and it doesn’t look like they will,” she said. “They have a tablet, but they only went halfway on the services.”
The Fire lacks a microphone and a slot for memory expansion, common features on other Android tablets.
It will run on Wi-Fi networks but will not connect to cellular networks, as some iPads and many Android tablets can.
The new Kindle e-readers dispense with the keyboard that the device has carried since it launched in 2007. Bezos said he doesn’t see the Fire as eventually replacing the Kindle.
“What will happen is people will buy both. Because they’re really for different purposes,” he said.
