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Amazon Kindle Fire ad: three of these less than one iPad

updated 09:35 pm EST, Wed February 8, 2012

Amazon Kindle Fire ad touts price over all

Amazon has started running one of its first TV ads for the Kindle Fire this week in a conspicuous jab at Apple. The spot (below) recalls Amazon's earlier ads criticizing the poor readability of the iPad but, this time, has an answer to the regular Kindle's lack of features. The $79 Kindle, combined with two $199 Kindle Fires, lets a mother at the beach give herself and her children a device each at under the price of an iPad.

"Together, they're still less than that [iPad]," she says.

As could be expected with most ads, Amazon skirts around the reasons for the low price. The Kindle Fire lacks any cameras, has just 8GB of storage, and has a noticeably smaller display that limits the kind of content it can show. Amazon is widely known to be selling at a loss and counting on $79 Prime subscriptions to make up the difference where Apple is making a profit on every device; the choice has cut much of Amazon's profit.

The commercial nonetheless underscores one of Amazon's advantages in having a low-priced device. Pricing so low allows Amazon to cater to whole families where iPad buyers often have to be more selective. Rumors have persisted of a cheaper iPad 2 that would help mitigate some of the concern, but it's unlikely to dip low enough that buying two or more iPads would be an easy choice.

Questions still remain over whether or not the ad is needed. Amazon has been secretive around actual sales numbers for the Kindle Fire, and claims have emerged that it might be cutting shipments in half with expectations that post-holiday demand would fall steeply. Apple shipped over 15.4 million iPads in the fall and, with a possible third-generation iPad launch, may not see the same slump as Amazon.

by MacNN Staff



  1. Roehlstation

    Joined: Dec 1969



    One of the 3 will be able to connect to the WiFi without errors

  1. Glasspusher

    Joined: Dec 1969


    I'd be happy to help...

    ...fix it for her, if she's dressed like that ;)

  1. SunSeeker

    Joined: Dec 1969


    comment title

    Three iPod Touch are more capable and only slightly dearer

  1. charlituna

    Joined: Dec 1969


    yep all three are less

    in price and capabilities.

    perhaps Amazon needs to stop taking marketing tips from Samsung and actually pay attention to how Apple is marketing the iPad (i.e., focusing on pushing what it can do and not what the compet can't)

  1. drumrobot

    Joined: Dec 1969



    The three of them combined are less useful than one iPad. I completely agree.

  1. Paul Huang

    Joined: Dec 1969


    combined solution

    For the bad bad glare from the Fire screen, which was something that hammered against Apple.

  1. Bobfozz

    Joined: Dec 1969


    iPad vs Kindle...

    Remember the hammering the name "iPad" took when it came out? No more. How come no one has railed against the really dumb name which doesn't signify anything, the "Kindle?" What was Bezos drinking?

  1. DaJoNel

    Joined: Dec 1969



    What I was going to say has already basically been said, but I'll say it again. If a product's main selling feature is its price, it's not a product worth selling.

  1. Feathers

    Joined: Dec 1969



    What the pretty lady actually says is that she needs a minimum of two Amazon devices, a Kindle and a Fire, to be able to duplicate a mere two of the functionalities of the iPad. So, for two thirds of the cost of an iPad she would have to carry two devices around...yeah great idea, great marketing, great ad! Were Amazon's ad agency completely deaf to what they actually scripted?

  1. skepticus

    Joined: Dec 1969


    Kindle booth babe

    Kill me the day Apple uses a bikini'd babe in one of their commercials.

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