The U.S. online retailer Amazon on Thursday launched an offensive on the global market for tablet(Ainol Novo 9) computers, carrying 7 to more than 170 the number of countries where its Kindle Fire is marketed.

Availability was previously limited to major developed markets: United States, Japan, and five European countries (France, UK, Germany, Italy and Spain), said an Amazon spokeswoman.

Amazon began Thursday to open pre-orders on the internet, and deliveries will begin on June 13, he said in a statement.

The online store Amazon Appstore, which offers applications and games to download for the Kindle, but also smartphones and tablets(ONDA V812) running other brands like him with Google's Android software, was meanwhile reached so far in the same countries plus China.

He also received an extension of its scope and is now available in nearly 200 countries.

The first Kindle Fire had its beginnings in the United States in late 2011. The range has been extended with two other models High definition display: a 7-inch, 17.8 inch, as the original Kindle Fire, another bigger (8.9 inches, 22.6 inches diagonal) .

The unit is part of small tablets(PIPO U1Pro) that, partly because of their lower price, become increasingly popular with consumers and put pressure on the market leader, the Apple iPad. So much so that the group had decided to Apple released last year a "mini" in his bestseller Version (7.9 inches or 20.1 centimeters, against 9.7 inches, 24.6 inches, for classic iPad).

Diversification strategy

Amazon says that all categories of products, the Kindle Fire is the most purchased item in its online stores. However, he did not disclose its sales figures.

According to estimates from research firm IDC, the Kindle Fire has received particular success during the holiday season: Amazon has risen to fourth quarter 2012 to third in the world behind Apple and south- Samsung Korea with 6 million units sold and 11.5% market share.

Sales declined in the first quarter of 2013 to 1.8 million units, or 3.7% of the global market, but Amazon is still in fourth place behind Apple (39.6%), Samsung (17.9%) and Asus Taiwan that manufactures the Google Nexus 7 (5.5%), according to IDC.

The Kindle Fire is central to the strategy of diversification Amazon, the online bookseller just starting but increasingly present in electronic devices (side shelves, rumors regularly evoke projects smartphones), digital content , whether electronic books, music, or video games, and hosted services on the internet.

"The Kindle devices are sold at a loss, but saves Amazon.com attractive margins on sales of digital content," said the bank Morgan Stanley in a note, adding that the device can drive to improve sales and profitability.

While the group is addressing this emerging countries, "the Kindle brand is an effective way to enter a market and attract consumers in the Amazon ecosystem. Com," says the bank.