Amazon is dangling a $50 tablet computer in its latest attempt to lure consumers who can't afford or don't want the more expensive internet-connected devices made by Apple and other rivals.
The 7-inch Fire tablet unveiled Thursday marks Amazon's most aggressive attempt yet to undercut Apple, which has been the market leader since its first iPad went on sale five years ago.
Amazon.com isn't trying to persuade anyone that its cheap tablet matches the quality of its own sleeker, higher-priced Fire HD alternatives, let alone the top-selling iPad line.
But the Seattle company is counting on the new tablet's low price to encourage more people to buy a device that will hook them on watching video, reading books, playing games and shopping on a computer that's easy to carry wherever they go.
In the process, Amazon is hoping consumers will buy more digital goods and merchandise from its store while also subscribing to its $100-per-year Prime service that offers a mix of videos, music and free shipping.