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October 10, 2011

Amazon Kindle Fire Gets Own Division Possibly To Protect Product Naming

kindlefire.pngThe news about the new Amazon Kindle Fire just gets more interesting.

To begin with, this is a very popular piece of technology with 2,000 pre-orders per hour.

Obviously, Amazon is doing something right here. But I am intrigued by the fact that the company has registered a new name for its Kindle Fire division. All the Kindle Fire trademarks are registered under the name Seesaw LLC.

This could be a move towards an entirely new focus on tablets. It might also simply be an accounting tactic.

Rumor has it that Amazon is actually losing money on each Kindle Fire with the expectation to gain the loss back with the sales of its digital products like e-books, music, and so forth. If the entire business has its own division, that division can be sold off if things go wrong.

According to Fusible there are five trademark applications connected to this move, three for the Kindle Fire and two for the "Silk" operating system.

These moves may lead some people to think that Amazon is splitting. This is not the case. CNN tech writer Mark Millan recently tweeted that "Amazon getting trademarks under a holding co. does not mean it's splitting. Magic Trackpad registered to Slate Computing." 

Gizmodo, of course, wonders what to call the move. "Subsidiary? Partner? New business venture?" I suppose you could call it all of the above, but more than likely, this is just a subsidiary.

The other possibility is that Amazon set this in motion long before the announcement of the Kindle Fire naming to the throw bloggers off track.

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Posted by William Lozito at October 10, 2011 8:44 AM
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