Of course, its focus on media consumption and budget hardware did limit it. It didn't have the range of uses you could get with an iPad or the later Nexus 7.
Amazon's looking to change that with three new Fire tablets: an 8.9-inch Kindle Fire HDX, a 7-inch Fire HDX and an updated version of last year's 7-inch Kindle Fire called the Kindle Fire HD.
All three come loaded with high-resolution screens, a new operating system and some genuinely exciting new features.
No doubt Amazon is hoping the new Kindle Fires will steal some of the limelight from the iPad and Nexus. But should you make the Kindle Fire your next tablet of choice?