Getting out in front of Apple, Amazon held a little event of their own this week to talk Kindle. Full product announcement here, some notes below.

· From Jeff Bezos, “People don’t want gadgets, they want services. Kindle Fire is a service.”

· Kindle Direct Publishing: Authors can publish directly, for free, keep their copyrights, and receive royalties of 70%. Of the top 100 Kindle books, 27 are through the Kindle Direct Publishing program.

· Ad supported: All the new Kindle Fire models will come with special offers that appear on the lock screen. You could pay to turn this off in earlier models, not word of that option with the new.

· Partners: Activision is supporting the new Kindle Fire line by bringing Skylanders Cloud Patrol to the device. Additionally, as an Kindle Fire exclusive, you can make in-app purchases of Skylanders toys with immediate character unlock and toy delivery.

· Rumor: Leading up to their event, there was a lot of buzz around a possible Kindle Phone. No announcement was made, but in a press conference after the show, Jeff Bezos teased more devices coming next year.

· Kindle Paperwhite: 62% more pixels, higher-res screen, 212ppi. 9.1mm thick, 7.5 ounces, 8-week battery life, WiFi, free storage in Amazon Cloud. Shipping October 1 for $119. 3G version $179.

· All-new Kindle: New fonts and increased text. Available Sept 14 for $69.

· Kindle Fire: Faster processor, double the RAM. Coming Sept 14 for $159.

· Kindle Fire HD: Full-spectrum color at all angles, 25% less glare, OMAP 4470 processor, from TI, Dolby Digital Plus dual stereo speakers, Dual-band, 16BG device storage and 2 WiFi antennas. Whispersync: Syncs levels and progress on games across devices. New email, custom Facebook app, Skype and HD front-facing camera, all new UI, HDMI Out and Bluetooth. 7” $199, 8.9” $299.

· Kindle Fire HD with 4G LTE wireless. Same as above, 8.9 inches, 32GB storage, $499. Data plan is $49.99 per year and includes 250MB a month, 20GB of cloud storage, and a $10 Amazon credit.