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Amazon Tablet Cost Exceeds Retail Price: IHS

9/30/2011 03:02:33 PM Eastern

El Segundo, Calif. - Amazon will retail its Kindle Fire tablet at $199 even though IHS iSuppli estimates that it costs $209.63 to build the device.


pricing underscores Amazon's focus on using its e-readers and tablet to promote the online sale of its physical good,
the research company said.

A preliminary estimate conducted by the IHS
iSuppli Teardown Analysis Service
places Kindle Fire's bill of materials
(BOM) cost at $191.65. With the addition of manufacturing expenses, the total
cost to produce the Kindle Fire hits $209.63, IHS said. (See table.) LINK TO 21AMAZONTAB11.xlsx)


Amazon Fire - Preliminary Hardware Cost Estimates
Components Cost
Display &
Main PCB $70.40
Memory $25.00
Apps Proc $15.00
WLAN $6.00
Other &
Peripheral PCBs
Battery $18.25
Enclosure $11.00
Box Contents $5.00
Sub Total $191.65
Device Costs  
EMS Margin $9.58
Hardware Cost
to AMZ
Source: IHS iSuppli Research,
September 2011

With the
expected lifetime sales of digital content per device, however, Amazon will likely
generate a razor-thin marginal profit of $10 on each Kindle Fire sold, IHS
continued, given that Amazon sells content at a loss. The real value of the
tablet, as with the Kindle e-readers, is to use content "to get shoppers in the
door" and then sell them all sorts of other goods, IHS said. "The real benefit
of the Kindle Fire to Amazon will not be in selling hardware or digital content."

 The tablet
and the "content demand it stimulates will serve to promote sales of the kinds
of physical goods that comprise the majority of Amazon's business."

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