The Fire, which will be released Nov. 15, sells for $199. That's lower than the Nook tablet's $249 price, and the iPad 2's entry-level $499.
CNET broke down some of the differences between the Nook tablet, which comes out Nov. 18, and Kindle Fire. It gave the nod to the Nook for more memory and storage, as well as bricks-and-mortar stores for customer support. The Kindle Fire, meanwhile, has a lower price and Amazon's broad content offerings to choose from.
We'll revisit the topic as holiday shopping starts in earnest, because both of the new tablets are sure to be big sellers -- and a big problem for consumers struggling to choose.