Giving a direct competition to Amazon.com Inc.'s Kindle Fire, Google on Wednesday unveiled tablet computer - the Nexus 7 that will start shipping next month.


According to Business Today, the tablet also could appeal to consumers looking for a less expensive, less sophisticated alternative to Apple Inc.'s iPad.

The Nexus 7 is designed specifically for Google Play, an online store that sells movies, music, books, apps and other content. That mirrors Amazon's strategy with the Kindle Fire, although Amazon's strength in online retailing has seeded its store with a more extensive selection than Google Play. Amazon declined comment.

The size and price of the Nexus 7 also matches the Kindle Fire. Both have 7-inch screens and sell for $199. The Nexus 7 is slightly lighter at about 0.75 pound, compared with the Kindle Fire's 0.9 pound.

By contrast, the iPad's screen measures nearly 10 inches diagonally and weighs 1.44 pounds. Apple sells its latest models for $499 and up, though an older version is available for $399.

Customers can start ordering the Nexus 7 through Google on Wednesday, initially in the US, Canada and Australia. The device won't ship until mid-July.

Google's announcement that it's putting its brand on a tablet comes a week after Microsoft Corp. did the same thing. Both moves risk alienating Google's and Microsoft's hardware partners. Those companies, in turn, could be less inclined to work closely with Google and Microsoft.

Google has previously put its own brand on a flagship line of "Nexus" smartphones. But that market is more mature than the tablet market, and there was less risk of Google alienating partners, particularly because it didn't price the phones lower than the norm.

Much like the Nexus phones, the Nexus 7 tablet will be a showcase for a new version of Google's Android operating system - this one called Jelly Bean.