Big-box electronic store Best Buy has announced its entry into the tablet market with their in-store brand Insignia. The Insignia Flex is reportedly supposed to be in the price range of Amazon’s Kindle Fire HD and Google’s Nexus 7, a bit over $200. The price has not officially been confirmed by Best Buy, but sources close to the matter have revealed a range between $230 and $260. Insignia has been a brand known for delivering cheap flat screen televisions and other electronic peripherals, so their entry into the tablet world with a direct competitor to Amazon and Google is somewhat surprising. The Insignia Flex will need to feel solid, not cheap like most Insignia products, in order to have success competing against arguably the two best Android-based tablets.

The announcement of the Flex comes at the same time as the announcement of Apple’s event on October 23rd, with the probable announcement of a smaller, cheaper iPad. Best Buy, no doubt, will have their work cut out for them as they try to market their own tablet while still selling other tablet competitors, including the iPad, in their stores.

The Flex is due for a November 11th release, and will only be sold in Best Buy stores and online at Best Buy’s website.