Amazon keeps rolling out the devices.

The largest US e-commerce company is introducing two new e-readers and new styles of its Kindle Fire HD tablet as part of an autumn line-up of Kindle devices.

The new and updated devices come on the heels of Amazon’s Fire smartphone launch in June and the launch of a Fire set-top box that allows online video streaming to your TV in April.

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With the new e-readers Amazon is trying to entice users to join its ecosystem of products and services by offering a variety of price points and products.

Once a user has an Amazon device they are more likely to shell out for Amazon’s $US99-annual Prime loyalty club as well as buy movies, books and apps from the retailer.

All devices begin shipping in October, in time for the crucial holiday shopping season.

Amazon’s new devices will have to compete with a variety of tablets and smartphones, however – including Apple’s new iPhone 6 and 6 Plus – in order to win during the crucial season.

Shares of the Seattle company fell $US3.76 to close at $US324 on Wednesday.