The New Kindle Fire Could Be Really Cool

Amazon (NASDAQ:AMZN) has just made the Kindle Fire line even more appealing to developers with the release of Device Targeting. The new feature will consolidate several versions of an app meant for different devices into a single title with shared search and relevancy rankings.

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Amazon’s first generation Kindle Fire was successful, but the device never really held up compared to Apple’s (NASDAQ:AAPL) iPad or Google’s (NASDAQ:GOOG) Nexus tablet. Outside of hardware, the devices had better app support and a bigger brand support behind them. However, released with a relatively low price-point, Amazon did what it does best and grabbed market share, claiming 22 percent in nine months. Now that consumers and developers are willing to look at the Kindle line more seriously, the company is stepping up its game.

Device Targeting is just one of several ways that the new Kindle Fire will seriously compete in the tablet space. Amazon is working on its own mapping features licensed from the Nokia (NYSE:NOK) platform, and developing cloud-based services including a music player to take on iTunes Match. The Fire will support a feature called Billboards that is supposed to increase app discovery and facilitate customer growth for developers. Amazon GameCircle is being pushed by the company as the next great thing in tablet gaming.

Right now, it looks like the Kindle Fire is the most interesting tablet on the market for the upcoming holiday season.

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