Kindle Fire HDX 7" stuck on logo!

When I power up my kindle, it just pops up with the Kindle Logo. I have tried soft and hard resetting but holding the power button down for 40 seconds does not reboot it, and when the screen turns off, holding the volume down and power button at the same time just puts the logo back on my screen. This is very frustrating!

Can anybody please help with why I can’t even soft or hard reset?