By Mark Prigg PUBLISHED: 13:52 EST, 6 September 2012 | UPDATED: 08:28 EST, 26 September 2012 Amazon has introduced two new Fire tablets and a Kindle with built in light so owners can finally read in the dark. Boss Jeff Bezos unveiled the devices at an event in Santa Monica, claiming the firm 'loved to pioneer'. The retail giant has set its sight firmly on Apple with the the Fire tablets. One has a 7inch screen, the same as the much rumoured iPad mini, while a new Fire HD has an 8.9inch screen. The costliest, 4G-ready version will go for $499 in the US, while a Wi-Fi version is £159 ($299) in both the UK and US.
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Firm introduced new Kindle e-readers and two new Fire tablets at event in Los Angeles
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Fire tablets take aim at the iPad with 7inch and 8.9inch screens, with top of the range Fire HD costing  from £159 ($299)
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New kindle has 'paperwhite' screen with light so users can finally read in the dark
The Fire will be an effort to take a larger share of a tablet computer market dominated by @placeholder's iPad.