Both figures and kits... but this thread is mainly about the Robot Spirits (Damashii) figures from Tamashii.
At Tamashii, Robot Spirits are for Robot/Mecha figures and would be comparable to the S.H.Figuarts figures they do for human characters. Action figures with tons of detail and articulation, extra parts for different looks, etc. These are NOT model kits.
So, if you think about it like the Star Wars stuff - the Robot Spirits are like the S.H.Figuarts Vader from Tamashii (Bandai's collector arm) and the model kit Gundam figures (Real Grade/Perfect Grade/High Grade) are like the 1/12 Vader Model kit from Bandai's regular toy group.
I do own/have some of the model kit Gundams thought I haven't picked up one of those in a long while. Used to buy them when I had more spare time... these days, with full-time job and four kids, I kinda prefer the premium action figure route.