NEW YORK (TheStreet) -- As Amazon (AMZN) continues to press more in hardware, expanding its offerings, it's playing to its strengths - Kindles and Fire tablets, with the company announcing several new Kindle e-readers and Fire tablets last night.

BCG Partners analyst Colin Gillis questioned the wisdom of Amazon's 9 p.m. midweek announcement of the new products but not the actual devices. "The Kindle refresh will promote online book sales," he said in a phone interview. Gillis added, "The new, lower-priced Fire tablet will drive more market share. The idea is to get Amazon hardware into people's hands so they can better target ads so that users will buy more goods."

The new ebook readers come in two sizes - affordable and super-high-end. The affordable model is called simply Kindle. It now has a touchscreen interface, a faster processor and twice the storage of the original Kindle Paperwhite. Even better is the new price: $79.

Read More: Amazon Kindle Fire HDX Review: Size Matters

The Kindle has a larger, grown-up brother, dubbed the Kindle Voyage. According to Amazon, the Kindle Voyage is its seventh-generation ebook device and its most advanced reader ever. It comes with a glass front, magnesium back, and is thin and lightweight (6.4 oz) with the highest contrast ever in a Paperwhite design - 300 dots-per-inch. Amazon claims that makes the screen 39% brighter than the last model.

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