things. >> he met with us at amazon's seattle head quarters to show off the company's new line of souped up lightweight kindle fire tablets. one of them is priced atom $139. apple's cheapest ipad is nearly $200 more. >> one of the things have you done so well at amazon is you undercut your rivals by keeping the prices low. does that same strategy apply to tablets. >> yes. our approach is premium products at non-premium prices. we sell the hardware at break even. we don't try to make any money when we sell the hardware. we hope to make money when people use the devices, mott when they buy the devices. that's a very different approach from most companies. most companies are building quite a bit of profit into the sale of these devices. >> the approach this time also includes a feature never seen before on any kind of device. it is called may day. 24/7 tech support. >> how can i help you today?