On Wednesday, Amazon entered into the tablet competition with a large selection of new devices. A total of seven different Kindle Fire tablets and e-readers were launched for the online retailer. These new devices carry features designed to give the competition fits as Amazon looks to compete against both iOS and Android devices.

The flagship device is the company’s Fire HDX 8.9 tablet, which sports a Qualcomm Snapdragon 805 quad-core processor, with each core running at up to 2.5 GHz. The display features Dynamic Light Control to adjust to ambient light and has 30 percent more pixels than the iPad’s Retina display. The HXD 8.9 also features the new Dolby Atmos sound system, both front and rear-facing cameras, a trackpad for its slim keyboard and a USB for connections to a variety of other devices. Battery life has been extended to 12 hours. It starts at US$379.

The company also introduced two new Fire HD tablets, with 6- and a 7-inch screens, for $99 and $140, respectively. They also feature quad-core processors that run at up to 1.5 GHz. A Kindle Fire HD Kids Edition in 6- and 7-inch sizes, at $150 and $180 respectively, was also launched. These tablets come with a two-year replacement guarantee and access controls for parents.

Both the HDX and HDs run Amazon’s new Fire OS 4 Sangria, which supports the latest platform upgrades and features. These include apps like Family Library and Profiles, as well as access to more than 33 million movies, TV shows, songs, books, and Android apps and games.

Amazon also unveiled two new Kindle e-readers: the Voyager, its most advanced model, which sells for $199; and its most economical Kindle e-reader, which sells for $79 and now has touch functionality.

All of the devices are expected to have a significant impact for the holiday season as loyalty to the Kindle brand is high, coupled with the name recognition of Amazon.