This could be a problem for Apple

Talking Numbers

Amazon's new Kindles heat up the tablet wars. Will its strategy work?

Amazon is hoping to take a bite out of Apple with its new Kindle Fire HDX tablet.

The online retailer released the latest of its Kindle products, the Fire HDX. The 8.9-inch model will sell for $379 and the 7-inch model will sell for $229. A lower-resolution Kindle Fire HD will be the same sizes as the HDX models but will sell for $269 and $139 respectively.

(Read more: Bezos: Kindle HDX won't make money, and I don't care)

The obvious target is Apple’s iPad. In the most recently reported quarter, Apple sold 14.6 million of those devices. But, what makes it interesting is how Amazon is attacking its Californian rival. Amazon views this product as a loss-leader, designed to get users to buy content such as videos, music, and e-books.

Feature Apple iPad Kindle HDX (8.9-inch)
Price $499 - $929 $379 - $594
Display 2048×1536 (264 ppi) 2560×1600 (339 ppi)
Storage 16GB – 128GB 16GB – 64GB
Camera 5 MP 8 MP

As well, the Kindle Fire HDX will feature a “Mayday” button that creates a video technical support chat when pressed. The support person would be able to guide users by interacting on the device itself.

(Read: Microsoft tries again with new Surface tablets)

So, will Amazon cool new tablet and the content that goes with it be enough to lure customers away from iPads and on to Kindles?

CNBC contributor Andy Busch, author and publisher of the Busch Update, takes a look at Amazon’s fundamentals. On the Amazon’s charts is Talking Numbers contributor Richard Ross, Global Technical Strategist at Auerbach Grasyon. He looks at the company’s incredible run this past year and whether it can continue.

Will the new Kindles add fuel to Amazon’s already on-fire stock? Watch the video above to see Busch and Ross analyze Amazon and decide if it’s all just smoke.

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