(CNN) -- Having established itself as Apple's top tablet competitor by going smaller and cheaper, Amazon will now go head to head with the category-defining iPad on its own turf. Even as Google's new Nexus 7 challenges the Kindle Fire for dominance in the small-tablet category, Amazon CEO Jeff Bezos on Thursday introduced a new, 8.9-inch Kindle Fire HD. That pits the new device, which will ship in late November, against a device with which Apple has, thus far, squashed all direct competition. No tablet that has tried to match the iPad feature-for-feature has gained more than a token foothold in the market.
@highlight
Amazon's Kindle Fire HD goes head-to-head with the iPad
@highlight
The Fire wins on price, coming in $200 less than Apple's cheapest tablet
@highlight
But there are 225,000 apps designed for the iPad, a dominating number
@highlight
Both tablets offer high-definition displays
@placeholder's iPad screen measures 9.7 inches diagonally, while the Fire is at 8.9 inches.