(Reuters) - Amazon.com Inc (O:AMZN) on Wednesday launched three new versions of its Fire tablets with more storage and faster performance.
The new line up of Fire HD, which includes Fire HD 8, Fire HD 8 Plus and Fire HD 8 Kids, will be available online starting at $89.99.
The Fire line of tablets, first launched as Kindle Fire in 2011, was seen as a contender to Apple Inc's (O:AAPL) dominance over the tablet market.
Amazon shares were up 2% and smaller rival Roku Inc's (O:ROKU) shares were down 1%.