The downturn suggests consumers who already own a tablet see little need to upgrade and those that don't have one either aren't interesting in the devices or can't afford one.
Amazon is also updating the original Fire TV to support so-called 4K Ultra HD, the latest standard for high-resolution television. Amazon made no formal announcement about the phone, but it has been out of stock, with no indication it will be available again.
"The use of voice really exceeded our expectations", said Peter Larsen, vice president of Amazon Devices. It also has a hardwired Ethernet port, which is what I would use (802.11ac is great, but a wired connection will always be better).
The new Fire tablet is 7 inches tall and it packs a decent 1.3 GHz quad-core processor to enhance its entertainment, gaming, and social functions.
There's also a new version of Amazon's Fire Kids Edition.
The company's holiday line-up includes a more durable 8-inch Fire HD tablet with faster processing speeds than last year's model that will sell at prices beginning at $150.
8 GB of internal storage. It will come with a front and rear camera, and seven hours of battery life.
It packages a 7-inch Fire tablet in a kid-proof case and comes with one year of Amazon FreeTime Unlimited, 20,000 curated and age-appropriate websites and YouTube videos, and a two-year "worry-free" guarantee against damage.
Customers can pre-order the devices Thursday. Both tablets deliver slightly higher resolution than the $50 Fire (1280x800 versus 1024x600).
Apple's cheapest tablet, the iPad Mini 2 with a 7.9-inch display, starts at $269.
At yesterday's briefing, Limp said Amazon wanted the new tablets to have a 16:10 aspect ratio to eliminate letterboxing.
"We looked at it", Limp said. The Fire TV can also use McroSD cards to add further storage or for local media playback. Both models are powered by 1.5GHz quad-core processors.
Amazon's new Fire TV unit and Alexa enabled remote control. Pre-ordering is available now, and tablets are scheduled to begin shipping on September 30.
Amazon's Senior Manager of Fire Tablets Aaron Bromberg says FireOS 5 is Amazon's "biggest redesign ever".
Apple's iPad sales have been declining since 2013, spurring the company to take aim at selling more of its tablets to corporate customers and government agencies.
It also provides access to Amazon features such as Amazon Underground, while Prime members will get instant access to Amazon's media libraries. Instead of reading across lines and down a page, readers can turn on the feature to read text one word at a time, in a large font in the center of the screen. An algorithm recognizes hard words, punctuation, and paragraph breaks and automatically slows down for them.