In the midst of speculation over what Amazon’s much anticipated iPad competitor tablet might be, many people were not putting focus on their lineup as a whole –I’m no exception. In their press event today, Amazon has managed to ever further corner the e-Reader market with a slew of models and price points for just about anybody. What this effectively means is –if you want a Kindle, there are no more excuses.

There are two types of companies: those that work hard to charge customers more, and those that work hard to charge customers less. Both approaches can work. We are firmly in the second camp. –Jeff Bezos’s letter to Amazon customers.

Ouch. Burn Apple, burn.

And the proof is in the pudding, with Amazon offering four new models. First up is the revamped Kindle, which retails at $79 and no longer includes a physical keyboard. Next up is a touch screen model called the Kindle Touch, which comes in at $99. If your willing to fork out an extra $50 you can get the same Touch model with lifetime 3G, aptly called the Kindle Touch 3G,  for $149. Lastly there is the model that has been creating the huge stir in the tech industry over the past few months, the Kindle Fire. Which touts an android-based custom Amazon operating system, a 7” ISP multi-touch display, a 1GHz TI OMAP dual-core CPU, 512MB of RAM, 8GB internal storage plus free cloud storage, and sales at only $199 –wow.

The re-vamped baseline Kindle is available for order now, while the Kindle Touch and Kindle Fire will be available later this holiday season. Get on ever to Amazon and pre-order yours before it’s too late.