Amazon is bringing in-house the company that provides the voice technology on its Kindle Fire tablets, Ivona Software.

Ivona also provides text-to-speech and voice command services for other gadgets. Inc. said Thursday that the company's voice technology comes in 17 languages with 44 voices.

Amazon didn't say how much it's paying for the Polish company, which was started in 2001.

The increasingly competitive tablet market includes Apple Inc.'s iPad and the smaller iPad Mini, Google Inc.'s Nexus 7, Samsung's Galaxy and other devices.

The online shopping giant has said its $199 Kindle Fire HD Tablet is its best-selling product worldwide. shares rose $7.74, or 2.9 percent, to $275.85 in morning trading.