One of the most surprising things about Amazon’s new 7-inch Kindle Fire tablet is its price tag. Though the device doesn’t boast a super-fast processor, cameras, or even Bluetooth, it’s still a very capable device, and at $199 it’s an absolute bargain. However, it’s not such a great deal for Amazon, which loses $10 with every tablet it sells.

Early analyst reaction to Amazon’s just-unveiled Kindle Fire tablet is underwhelming. The price is the key feature and as for pressuring Apple, the device may boomerang, coming back to haunt already stressed-out Android tablets.