For those willing to buy an Android tablet outside of the Amazon ecosystem, there are much better options that run true Android rather than Amazon's forked Android. I doubt the Fires will do as well this year due to the influx of so many other tablet options over the past year. Amazon does not have Apple's fan-base when it comes to tablets, so they are going to have to price these new ones lower to compete with similarly equipped Android tablets or they will see their sells erode.