Amazon has today unveiled its entry into the tablet computer market, with the Kindle Fire, which will go head-to-head with the Apple iPad and other established tablets.

The Kindle Fire will run Google's Android software and will cost less than half the amount of the rival iPad, which runs Apple’s own iOS.

With an estimated starting retail price of £127, compared to £399 for the cheapest iPad, Amazon will undoubtedly take a share of the market, and increase the exposure of the Android operating system, used on other tablets and many mobile phones.

Amazon may actually make a loss on its newest product, but hopes to make this back with purchases of digital music, films, books and more on their store.

Apple may be the market leader when it comes to apps, which may lead some people to stay loyal to the iPad, but with the main use for all tablets being mobile internet browsing, the Kindle Fire and iPad will be on a similar level and user experience.

We will await the reviews, but expect the Kindle Fire to sell in the millions.