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Amazon is soon to launch its first ever tablet aimed at kids - the Fire HD Kids Edition.
As well as featuring a more robust build, the tablet gives parents options to help manage screen time and encourage learning goals.
The tablet also has the option of blocking in-app payments - avoiding the headache of children racking up bills via online games.
Amazon says it also comes with over 5,000 books, movies, TV episodes, educational apps, and games.
Prices start at $149 (£92) but there are no confirmed plans to launch the product in the UK yet.
Amazon has announced the imminent arrival of six new devices:
- Kindle Voyage - the new top-end e-reader is less than 8mm thick and weighs just 180 grams (6.4oz) - £169
- Kindle - The updated original e-reader featuring double the storage space and a touch display - £59
- Kindle Fire HDX 8.9 - The new top-of-the-range tablet with better sound and faster graphics - £329
- Kindle Fire HD - Essentially a smaller version of the HDX, Fire HD comes in two sizes and five colours - £79 for six-inch, £119 for seven-inch
- Kids Edition - a child-proof Fire HD with options for parents to set time limits on gaming - no confirmed UK launch
Amazon has unveiled a slew of new devices including updated versions of its popular Kindle e-reader and Fire tablet lines.
The online retail giant announced Kindle Voyage, which is says is its thinnest and highest-resolution e-reader yet.
The company also showed off three new tablets for the first time, including a new tablet - the Fire HDX 8.9 - which is in direct competition with Apple's iPad.
It also announced a Kids Edition of the tablet that runs a simplified mobile operating system that is icon-based designed for younger users to take advantage of apps and other media.
Amazon has officially asked US aviation authorities for permission to use drones as part of its plan to deliver packages to customers in 30 minutes or less.
In a letter to the Federal Aviation Administration (FAA), Amazon said it is developing aerial vehicles as part of Amazon Prime Air.
It is the latest step in the online retailer's plan to deliver packages with self-guided aircraft that can travel over 50 miles per hour and carry loads of up to five pounds.
"We believe customers will love it, and we are committed to making Prime Air available to customers worldwide as soon as we are permitted to do so," Amazon said in the letter.
The FAA allows hobbyists and model aircraft makers to fly drones, but commercial use is mostly banned. Amazon is asking for an exemption so it can test its drones in the US.
The Seattle company says its drone testing will only take place over Amazon's private property, away from airports or areas with aviation activity - and not in densely populated areas or near military bases.
Tech bloggers have given their verdict on Amazon's new fire smartphone using Twitter:
Amazon's Fire phone page says it includes a full year of Prime for free. This includes free two-day shipping, video and music streaming