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Barnes & Noble Launches New NOOKs (Update 1)

Updated from 10:25 a.m. EST to provide additional analyst comments regarding Android in the thirteenth paragraph.

NEW YORK ( TheStreet) -- Amazon (AMZN - Get Report) is being officially put on notice, as Barnes & Noble (BKS - Get Report) announced not one, but two, new NOOK tablets; the NOOK HD and NOOK HD+.

Barnes & Noble is clearly going after Amazon with the two releases, which are comparably priced to the new Kindle Fire HD tablets. The new 7-inch NOOK will sell for $199, and the 9-inch tablet will go for $269. The 7-inch version of Amazon's Kindle Fire HD starts at $199, while the 8.9-inch model starts at $299.

Barnes & Noble says that the new NOOKs will be available for pre-order online and in stores starting today. The devices will ship in late October and begin arriving in stores in early November.

Amazon Kindle Fire HD Fizzles Out: Review

Barnes & Noble references the Kindle Fire several times in the press release, and with the dominance of Apple's (AAPL - Get Report) iPad in the tablet market, (it had 68% of the market during the second quarter of 2012, according to IDC), it's clear that the retailer's going to war with Amazon.

Just look at this comment from CEO William J. Lynch in the release: "With the combination of the highest resolution screen, lightest weight and expansive access to content rendered in a digital quality never before seen, NOOK HD is the world's best 7-inch media tablet," he remarked.

Barnes & Noble has also incorporated the ability to change profiles so that multiple people can use new NOOK tablets individually. Also included in the new NOOK HD is a new Web browser, and the recently announced streaming service, Nook Video. Stifel Nicolaus analyst David Schick called NOOK Video "a necessary step for the NOOK platform," as Barnes & Noble goes up against Amazon Prime.

Initially NOOK Video will include content from HBO, Sony (SNE), STARZ, Viacom (VIA), Warner Brothers and Walt Disney (DIS).

The NOOK HD has a screen resolution of 1440 x 900, with 243 pixels per inch (ppi), better than the 7-inch Kindle Fire HD, which has 216 pixels. The press release even takes a shot at Amazon, saying "[i]t's ultra-sharp with 25 percent more pixels than Kindle Fire HD for a better overall viewing experience."

The larger tablets are more comparable, with the NOOK HD+ offering 256 ppi, and the 8.9-inch Kindle Fire HD offering 254 ppi. Both of these pale in comparison to the Apple iPad, which has 264 ppi.
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