Luxembourg — 13th November — Amazon announced today that the new 7" Kindle Fire HDX is now shipping. Fire HDX combines groundbreaking hardware, the latest version of Fire OS 3.0 "Mojito," and exclusive new features and services like Kindle FreeTime, expanded X-Ray for films and TV and the revolutionary new Mayday button. Order now at www.amazon.co.uk/hdx-7

"With a beautiful 323 ppi perfect-colour HDX display, 3x the processing power, 2x the memory, 4x the graphics performance, and Fire OS 3.0, we think customers in UK are going to love the new Kindle Fire HDX," said Jorrit Van der Meulen, Vice President, EU Amazon Kindle. "We can't wait to get this tablet into our customers' hands."

The reviews are in:

  • "It has a great display: it's sharp, it's packed full of detail and offers wonderfully vibrant colours, which is exactly what you want on a device of this size." – Pocket-lint
  • "The Kindle Fire HDX comes with a real IT guy built-in – hit the 'Mayday' button and a live-video box pops up with an IT assistant who can talk through problems." – The Mail on Sunday
  • "Exceptionally easy to use and Mayday is a really winning feature." – The Sun
  • "…it is by far the best value tablet for money for what most people want." – The Telegraph
  • "It [Mayday] is, in short, an amazing idea well-implemented." – TechCrunch

  • "It's got a sleek redesign, blazing fast guts, and a few new tricks. Most of all, though, it's the best small tablet you can buy." – Gizmodo
    The new Kindle Fire HDX features a stunning exclusive HDX display, a quad-core 2.2 GHz processor, and 2x more memory, as well as all of the exclusive new features of Fire OS 3.0 including X-Ray for films and TV and Kindle FreeTime – coming soon. The Mayday button revolutionises on-device tech support — simply tap the Mayday button in Quick Settings, and an Amazon expert will appear on your Fire HDX and can co-pilot you through any feature by drawing on your screen, walking you through how to do something yourself, or doing it for you — whatever works best. 15 seconds or less is the Mayday response time goal. Mayday is available 24/7, 365 days a year, and it's free.

    For high-resolution images, visit www.amazon.co.uk/pr/kindle.

    About Amazon.co.uk

    Amazon.co.uk opened its virtual doors in October 1998 and strives to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavours to offer its customers the lowest possible prices.

    Amazon.co.uk and other sellers offer millions of new, refurbished and used items in categories such as Baby, Books, Car & Motorbike, Clothing, DIY & Tools, DVD, Electronics & Photo, Grocery, Health & Beauty, Home & Garden, Jewellery, MP3, Music, Musical Instruments & DJ, Office, PC, Pet Supplies, Shoes, Software, Sports & Leisure, Toys & Games, Video Games and Watches.

    Kindle is the world's bestselling e-reader family and Kindle Paperwhite is our most advanced e-reader. It features new display technology with higher contrast, the next generation built-in light, a faster processor, the latest touch technology, and exclusive new features designed from the ground up for readers. Kindle, the lightest and smallest Kindle, features improved fonts and faster page turns. The new Kindle Fire HDX features a stunning exclusive 7" or 8.9" HDX display, a quad-core 2.2 GHz processor, 2x more memory, and 11 hours of battery life, as well as exclusive new features of Fire OS 3.0. The all-new Kindle Fire HD includes an HD display, high-performance processor and dual speakers at a breakthrough price.

    Amazon Web Services provides Amazon's developer customers with access to in-the-cloud infrastructure services based on Amazon's own back-end technology platform, which developers can use to enable virtually any type of business.

    Amazon.co.uk is a trading name for Amazon EU S.à.r.l, Amazon Services Europe S.à.r.l and Amazon Media EU S.à.r.l. All three are wholly owned subsidiaries of global online retailer Amazon.com, Inc (NASDAQ:AMZN), located in Seattle, Washington. Amazon and its affiliates operate websites, including www.amazon.com, www.amazon.co.uk, www.amazon.de, www.amazon.co.jp, www.amazon.fr, www.amazon.ca, www.amazon.cn, www.amazon.it, www.amazon.es, www.amazon.com.br, www.amazon.in, and www.amazon.com.mx. As used herein, "Amazon.com," "we," "our" and similar terms include Amazon.com, Inc., and its subsidiaries, unless the context indicates otherwise. Forward-Looking Statements

    This announcement contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Actual results may differ significantly from management's expectations. These forward-looking statements involve risks and uncertainties that include, among others, risks related to competition, management of growth, new products, services and technologies, potential fluctuations in operating results, international expansion, outcomes of legal proceedings and claims, fulfillment center optimization, seasonality, commercial agreements, acquisitions and strategic transactions, foreign exchange rates, system interruption, inventory, government regulation and taxation, payments and fraud. More information about factors that potentially could affect Amazon.com's financial results is included in Amazon.com's filings with the Securities and Exchange Commission, including its most recent Annual Report on Form 10-K and subsequent filings.