Remember when Amazon released a few days ago its quarterly earnings report for the period ending in September? Just in case you don’t like to keep tabs on such financial reports I’ll quickly refresh your memory: the company posted a loss of $274 million on revenue exceeding $13 billion, it didn’t reveal any details about Kindle Fire sales, and, strangest of all, it featured a comparison between its Kindle Fire models and Apple’s two-day old iPad mini right inside that press release.
But it looks like that latter part of the earnings report was just one of Amazon’s first marketing moves targeting what it clearly sees as its most important rival in the tablet ecosystem. Now the company has placed that Kindle Fire HD vs iPad mini comparison right on top of its front page – and since Amazon.com is the biggest retailer in the world, that’s quite a prime placement.
Amazon’s point is that you get “much more for much less” buying the Kindle Fire HD (starting price $199) than the iPad mini (starting price $329). The Android tablet has a “stunning HD display with 30% more pixels than the iPad mini” and the display offers a pixel density of 216 pixels per inch. Furthermore, the Kindle Fire HD offers access to HD movies and TV, dual stereo speakers and the “ultra-fast MIMO Wi-Fi” connectivity.
Comparatively, the iPad mini sports a “standard definition, low-resolution display” with 163 pixel per inch density, a mono speaker and there aren’t any HD movies or TV to go with it.
There’s also a Gizmodo quote to go with that:
“… your [Apple’s] 7.9-inch tablet has far fewer pixels than the competing 7-inch tablets! You’re cramming a worse screen in there, charging more, and accusing others of compromise? Ballsy.”
Will the campaign work? Will we see Amazon target its Android rivals, say once the Google Nexus 10 comes out? We’ll just have to wait and see. But we’d surely like to know how many Kindle Fires Amazon will sell this holiday season, especially compared to Apple’s future iPad mini sales. Too bad Amazon doesn’t actually reveal its Kindle sales (whether it’s the reader or the tablet.)