With the release of six new tablets and e-readers earlier this week, ecommerce giant Amazon has officially evolved into a “gadget company”. From refreshed low-end tablets to high-end e-readers, the company has come a long way since the introduction of its the Kindle seven years ago. And except for the $199 Kindle Voyage, most of the new lineup seems to uphold its business model—sell hardware for little or no profit, and hope to make money when customers buy content on Amazon’s platform. But as Apple has proved time after time, a true gadget company can profit from both hardware and content.