Amazon Confident About Kindle Fire in Light of the iPad Mini

With the full details of the iPad mini now known to the public, Amazon spokesperson Drew Herdener told AllThingsD that “Wednesday was the $199 Kindle Fire HD’s biggest day of sales since launch and up 3x week over week,” and that the company is still very confident in their updated Kindle Fire lineup’s ability to compete with Apple’s smaller iPad.

Given the iPad mini’s relatively high starting price of $329, budget-conscious tablet consumers may indeed look to Amazon’s recently-refreshed Kindle Fire HD lineup, which starts at $199. Amazon’s tablet offerings feature some high-end specs, such as an “HD” display, dual-band WiFi, and a powerful processor. In many ways, the iPad mini and the 7-inch Kindle Fire HD are on equal footing. Apple is relying on its vast library of iOS apps to help push the higher-priced mini over Amazon’s offering. Amazon, in turn, is relying on its subscription “Amazon Prime” service to offset the low price of the Kindle Fire hardware.

For the first time since the second-generation of tablets launched with the iPad, there is serious competition from nearly all sides in nearly all sizes – the holidays should make for an interesting battleground as juggernauts such as Apple, Amazon, and Microsoft make massive moves against each other.

Update: Seeing this hole, Amazon has pounced on Apple – hard. Amazon’s homepage, starting today, displays the following image, which depicts a direct comparison to Apple’s iPad mini. Props to Amazon for not holding back – serious competition, indeed.


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