Amazon have launched their low price tablet device, the Amazon Fire, which will sell for just $199. The Android-based computer costs $10 less than its competitors and could be cause for concern for other lower-end tablet producers, say industry experts.

Following the launch, Scot Wingo, CEO of ChannelAdvisor, has shared his thoughts on what this means in the e-commerce world.

"I actually don’t think it has to cannibalise the iPad market, it will just crush the Nook into oblivion and all the other lower-end tablets now firmly establishing itself as the B-value player in a huge new market," he says. "Apple isn’t a ‘loser’ here, the most risk is for Google (more product searches not going to Google), Netflix, B+N, Walmart.com and eBay as Amazon locks the consumer into their marketplace/ecommerce ecosystem.”

He adds: “In short, Amazon is going to sell a ton of these devices starting now and going through Q4. Think of all those people coming to the site, pre-ordering their Kindle and picking up some other general merchandise while they are there, or going ahead and signing up for Prime etc.”

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