At a New York press conference, Amazon launched the advert as they unveiled the Kindle Fire.
The tablet, expected to be the first serious rival to the dominant iPad, comes with a seven-inch screen, free data storage and a new Internet browser called Amazon Silk.
Importantly the device also comes with a US price tag of $199, or about £130, less than half that of Apple's iPad 2.
Amazon Chief Executive Officer Jeff Bezos also unveiled the Kindle Touch, a touch screen e-reader, along with a basic Kindle which will retail at $79 in the US.
"These are premium products at nonpremium prices," Mr Bezos said. "We are going to sell millions of these."
