Amazon (AMZN) May 'Pull an Apple' in Upcoming Kindle Fire Play

June 15, 2012 8:55 AM EDT (Nasdaq: AMZN) is looking to bust further into the tablet market-sphere, and is taking a page from Apple's (Nasdaq: AAPL) playbook.

Expecting to release a new tablet device sometime in the third quarter, Amazon will reportedly mimic Apple in the continued sale of its older model...but at a discounted price.

Digitimes reported this morning Amazon will drop the price on its 7-inch Kindle Fire model from its current price at $199 to $149. Amazon is expected to release a newer model with a higher resolution at today's current selling price.

When Apple introduced its new iPad model earlier this year, the company kept selling the older iPad 2 model with reduced price tag of $399. This has helped Apple to retain strong market share in the global tablet segment, a key growth point for Apple, Amazon, and other tech companies.

Kindle Fire sales took off for Amazon in late 2011, with numbers reported in the 4.5 million to 5 million range. Due to the Fire being mainly targeted at U.S. customers, sales saw a significant drop-off shortly thereafter. Current reports suggest Amazon is planning a larger Kindle Fire to the tune of a 10-inch display. That model is expected out in the fourth quarter of 2012 or early 2013.

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