It’s a competitive world out there, so Amazon is keeping up with the Joneses with their new Kindle Fire HD in three models: 7″, 8.9″ and the 4GLTE. After the success of the Nexus 7 by Google, Amazon knew they had to do something impressive, and impressive they have done.

The new Kindles feature HD screen, two Dolby Digital speakers on each side, and most importantly, is going for a little cheaper than the Nexus 7. Other features include custom Dolby audio and dual-driver stereo speakers with virtual surround sound, dual antenna, a 1.2Ghz processor, a forward-facing camera, HDMI cable and cloud storage.

Pre-order the 16GB or 32GB model for