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Amazon starts Kindle TV ads to upstage iPad

updated 05:25 pm EDT, Fri March 26, 2010

Amazon takes to commercials to stave off Apple

Amazon has begun running TV ads (viewable below) for the Kindle in a bid to draw attention away from the iPad, recent viewers have noticed. The two promos so far are partly Apple-influenced and dominated by indie rock or pop, followed by a shot of the product and a simple "books in 60 seconds" slogan. Amazon's ads try to be more colorful and show readers 'living' the events of the books they read in stop-motion.

The spots were unusual not just for being Amazon's first real TV advertising for its e-reader but also their timing. Both have been slotted into prime time on major channels, hinting that Amazon is eager to get maximum exposure at high expense.

Kindle sales have only in the past few months seen a balance between supply and demand, giving Amazon little reason to advertise in normal conditions. The impending launch of Apple's book-friendly tablet has very likely changed these dynamics as the well-known iPad TV ad has put Apple's device in a much higher public profile, at least in the short term. [via CNET]

by MacNN Staff



  1. c4rlob

    Joined: Dec 1969


    Exactly what I would expect...

    from an ad for a product with a b/w screen. The stop motion concept was borrowed from several music videos are doing now, but even the music videos are smart enough to include some amount of real-life motion and depth. Cute idea, but not authentic at all - which is what the whole idea of the Kindle is - a more authentic reading experience with e-ink.

  1. Elektrix

    Joined: Dec 1969



    Umm, Amazon's been running these commercials for a while now (the first Kindle ad was running as far back as November of last year).

  1. Koobers

    Joined: Dec 1969



    Sorry, Old News Buddy

    Amazon was running these ads WAY before the iPad was announced.

  1. slapppy

    Joined: Dec 1969


    Doesn't matter

    It doesn't matter when they ran the ads, it doesn't matter at all when the iPad is out in April.

  1. KittehsRule

    Joined: Dec 1969


    CNET just a tad behind the times here

    I am surprised that CNET, the source of this story, is so far behind the times. Those commercials are several months old now.

  1. andrewbw

    Joined: Dec 1969


    comment title

    Troll for impressions much, MacNN?

    The Kindle ads were made by amateurs as part of an Amazon-sponsored contest, and are over a year old. Long before the iPad. "Commercial 1" pictured above was the contest winner; the music was created by the woman pictured in the ad, and the ad shot using a traditional digital camera, stop-motion style, by a professional photographer friend.

    Not everything is a response to Apple's oh-so-inessential iPad, you know. But MacNN assuredly knows that.

  1. iphonerulez

    Joined: Dec 1969


    A dozen Kindle ads aren't going to

    blunt iPad sales. They're different sorts of devices and they really shouldn't be compared to one another.

  1. facebook_Andrea

    Via Facebook

    Joined: Mar 2010


    Amazon has been running these ads for a while

    Amazon has been running these ads for a while, especially the first one. I remember the melody of the first one for the longest time before realizing it was for Amazon Kindle as there was no relation to Kindle itself. I mean, it's a pleasant commercial and all, but just don't see how that shows what Kindle does.

    People talking about Kindle vs. iPad often forget about the screen. Kindoe is black and white only but the screen is incredibly comfortable to read for hours at a time, where is the back-lit LCD of iPad is not as comfortable.

    On the note about Amazon, I recently came across an interesting table that details the discounts on Amazon.

    It is at

    Maybe someone will find it useful too. While you are there, I would suggest checking out the "Amazon Filler Item" among other things there when you get a chance. It's quite amusing.

  1. eldarkus

    Joined: Dec 1969



    "People talking about Kindle vs. iPad often forget about the screen. Kindoe is black and white only but the screen is incredibly comfortable to read for hours at a time, where is the back-lit LCD of iPad is not as comfortable."

    You know this from all of your iPad reading experience? While you can compare screens and make a somewhat educated guesses, you cannot judge a product you have not fully tested yet.

    I understand that e-ink might be easier on the eyes, most of us read constantly from LCD's on a daily basis for multiple hours. My wife is an avid reader but normally doesnt read books for more than an hour at a time..

    but of course, the iPad isnt just a ebook reader. it is way beyond that which makes more sense not to include a black and white e-ink screen

  1. Foe Hammer

    Joined: Dec 1969


    Stages of Upstaging

    The Kindle and Kindle ads upstage the iPad and iPad ads in much the same way that bird droppings on the lawn upstage the Washington Monument.

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