Amazon is launching a tablet computer aimed at challenging Apple's iPad by extending its Kindle brand into the world of full-colour, multipurpose devices.

The Kindle Fire will sell for $199 in the US when it goes on sale in November.

It is about half the size of the iPad, making it a close match with the US 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.

Chief executive Jeff Bezos also showed off three new black-and-white Kindle models, including its cheapest yet, at $79. A touch screen model will cost $99, and one with mobile network access will cost $149.

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