Amazon.com Inc. started shipping its Kindle Fire tablet Monday, kicking off its expansion into the tablet market a day earlier than it had said it would.
Amazon's $199 tablet is the latest in a series of devices to challenge Apple Inc.'s iPad. The online retailer is betting its lower price and vast library of digital content will make its offering more compelling than rival gadgets from Hewlett-Packard Co., Research In Motion Ltd. and others.
"Kindle Fire quickly became the bestselling item across all of Amazon.com, and based on customer response we're building millions more than we'd planned," Amazon Vice President David Limp said in a statement.
The company didn't give details on why it changed the shipping date. A spokesman couldn't immediately be reached for comment. "Like any other business, you want to underpromise and overdeliver--I think that's essentially where Amazon is right now," Caris & Co. analyst Scott Tilghman said. "Given that their (business) model is to ship products to customers, the sooner they can get the product in customers' hands, the better."
Amazon's library of digital content, which Fire users can access, is seen as an advantage for the product. Customers get a month free of a service called Amazon Prime, which offers streaming movies and TV shows, and free e-books for limited periods on Kindle devices as well as unlimited two-day shipping for physical goods bought on Amazon.com. The service normally costs $79.
Amazon also said its new Kindle Touch and Kindle Touch 3G e-readers will begin shipping on Tuesday, six days ahead of a previously anticipated Nov. 21 launch.
Amazon's Kindle Touch is priced at $99 and the Kindle Touch 3G at $149. Apple's iPad starts at $499.