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“They did at least enough to compete against Apple and against Google this year,” he said. That said, Sebastian added that he wouldn’t worry about Apple.

“I’d worry about the other Android tablets,” he said.

Google, for one, has a 7-inch Android tablet called the Nexus 7. Samsung Electronics Co., which outsold Apple in smartphones this year, also makes Android tablets under the Galaxy line. Barnes & Noble Inc. has the Nook Tablet, which also runs on a modified Android system.

Amazon also refreshed its line of stand-alone e-readers. Called Paperwhite, the new e-reader model has a black-and-white screen and comes with a light source.

Tablets such as the iPad and the Fire don’t work as well in bright light because they are lit from the back. Bezos says the light on the Paperwhite is directed down at the display. The device promises eight weeks of battery life, even with the light on.

It costs $119 and starts shipping Oct. 1. Amazon says it will start taking orders Thursday. There’s also a model with 3G cellular connections for $179. Amazon is also dropping the price of its low-end Kindle to $69, from $79. That will start shipping next Friday.

With the Paperwhite, Amazon “proved that there is still value in the uni-functional device,” Gartner’s Milanesi said. But, she added, it has to be cheaper than the rest.

Seattle-based Amazon’s stock jumped $5.16, or 2.1 percent, to close Thursday at $251.38. Earlier in the day, it hit a record high of $252.70.

Ortutay contributed from New York.