Amazon's recently launched Kindle Fire tablet, which is priced at $199 - less than half the cost of Apple's iPad tablet, may appeal to customers who are on the lookout for a low-priced device to read books and watch movies.

The Amazon Kindle Fire will come with a 30-day free trial of Amazon Prime and extra content like streaming movies. Shipping of the product will start Nov. 15.

The investors of Amazon hope that Kindle Fire will pave a new path in the Android tablet market and will make the company second only to Apple in the coming quarter. This could be achievable by means of pricing and aggressive marketing.

At the outset, Kindle Fire addresses a different market and may not be a real competitor for Apple's iPad 2 as the Amazon product mainly targets customers who use tablets lightly and have a tight budget.

Amazon's Jeff Bezos said that Kindle Fire shouldn't be thought of as a tablet, but rather as a service.

Apple started selling the original iPad in April 2010 and introduced iPad 2 in March this year. The company shipped 9.25 million iPads in the quarter that ended June 25.

Meanwhile, two other tablets emerged, but failed to bring down the dominance of Apple in the tablet market. While Research In Motion's PlayBook, introduced in the second quarter, shipped only 200,000 units, Hewlett-Packard discontinued its TouchPad in August, only about a month after its debut.