Amazon's Kindle Fire and Barnes & Noble's Nook Tablet both go on sale this week.
The newest round of "tablet wars" is under way.
On Monday Amazon began shipping its Kindle Fire tablet computer a day earlier than they originally announced.
This Friday, Barnes & Noble's rival Nook Tablet will hit the streets.
The iPad still dominates the tablet computer market and CNET.com's Brian Cooley is not convinced that will change with the arrival of the Kindle Fire and Nook Tablet.
"These two companies are smart enough to know, I think, not to go head on against the very dominant iPad, and instead, flank it, by going after a different market," he explains.
It's a market of media consumers, one that both companies established with their e-readers that will now look to serve with TV shows and movies, as well as music and games.
"It's a nice Trojan horse to take a traditional habit and say, why don't you add to that," Cooley says.
Unlike the iPad, neither the kindle fire nor the nook tablet have cameras.
Each one is a Wi-Fi only device.
But at half the size of an iPad, these two new offerings also carry much smaller price tags.
At $199, the Kindle Fire is priced $50 less than the Nook Tablet.
Barnes and Noble's device has expandable on board storage for content while Amazon's unit relies largely on accessing the internet for content stored in the Cloud.
"The Barnes product is a bit more about today," Cooley says. "The Amazon tablet speaks more to how we're going to use technology tomorrow."