Inc. (Nasdaq: AMZN), the No. 1 e-retailer, announced a new model of its Kindle Fire tablet, priced at $159 and available Sept. 14, as well as a new version of its e-reader dubbed Paperwhite, priced at $179 and $119.

Speaking at a product launch in Santa Monica, Calif., CEO Jeff Bezos said the Seattle-based retailer will keep its Kindle Touch e-reader but price it at $69. The product introduction hasn't concluded.

A new version, the Kindle Fire HD, will have greater wi-fi capability than the version introduced a year ago, said Bezos, 48.

Shares of Amazon set a 52-week high of $252.27 in afternoon trading before easing back $250.02, up $380.