Amazon takes aim at the iPad Air with new Kindle Fire banner

Amazon takes aim at the iPad Air with new Kindle Fire banner
The competition in the mobile world rarely pulls punches when it comes to taking down a newly announced product, but Amazon's new banner is a relatively subtle jab at Apple's new iPad Air compared to what we have seen from some companies like Nokia in the past. The banner went up on Amazon's site not too long after Apple's announcement yesterday. 

The banner is for Amazon's flagship Kindle Fire HDX 8.9 tablet, and reads "Lighter than Air." The line is an obvious reference to the main hype-point of the iPad Air which is that Apple managed to slim down the tablet by nearly half a pound to get it down to about one pound. Amazon is simply reminding customers that its Kindle Fire HDX is even lighter than that, weighing in at .82 pounds. 

Of course, you would likely expect the HDX to be lighter than the iPad Air since the Air has a 9.7-inch display and the top-of-the-line Kindle Fire HDX has an 8.9-inch display. If Amazon couldn't make a new device lighter when it offers that much less screen real estate, that would be something of a bungle of engineering. Of course, Amazon's Kindle Fire HDX 7 follows suit being lighter than the iPad mini 2, and once again it also has a smaller display. 

source: Amazon via AppleInsider

Related phones

iPad Air
  • Display 9.7" 2048 x 1536 pixels
  • Camera 5 MP / 1.2 MP front
  • Processor Apple A7, Dual-core, 1400 MHz
  • Storage 128 GB
  • Battery 8820 mAh
Kindle Fire HDX 8.9
  • Display 8.9" 2560 x 1600 pixels
  • Camera 8 MP
  • Processor Qualcomm Snapdragon 800, Quad-core, 2200 MHz
  • Storage 16 GB



1. theaztech unregistered

Thats actually a very good line. The Fire might not be as good of a tablet (to some) but Amazon sure does know how to market it.

7. CellularNinja

Posts: 306; Member since: Sep 27, 2011

Of course they call the need to defend Apple.

12. Mittal

Posts: 494; Member since: Dec 14, 2011

i dunno.. these things have gotten already so small, wouldnt make much of a difference if you made it lighter than air If the weight is the advantage they are marketing over the iPAD then they are doing it all wrong

2. promise7

Posts: 894; Member since: Jul 03, 2013

Of course it's lighter, it's smaller. That's like touting a laptop is lighter than a desktop PC.

3. Shatter

Posts: 2036; Member since: May 29, 2013

Well at sea level air weighs around 14.5lbs per SQ inch so...

4. BillyG

Posts: 305; Member since: Sep 24, 2012

they forgot to add thicker, laggier, uglier and more plastic than air

8. sniper1087

Posts: 537; Member since: Dec 31, 2011

laggier? and uglier? well qualcomm S800 is no sneeze, I have seen reviews and it performs smooth, and cant tell you how many times my ipad 4th gen lags, and uglier? that is also subjective seriously make a point that matters

5. ardent1

Posts: 2000; Member since: Apr 16, 2011

One of things I like about Apple is how you can go to the Apple store and try out the new devices. Some people would call this test driving. It's not until you pick up the device and hold it your hand until you realize what about 1 pound weighs. I bought the iPad Mini immediately when it came out because it was so light compared to my iPad 2. This time, I am leaving my credit cards at home when when I test drive the iPad Air.

9. sniper1087

Posts: 537; Member since: Dec 31, 2011

yeah best buy will have both to test drive, so I will go to the store to check them out, the air and HDX.

10. Danishs

Posts: 147; Member since: May 23, 2013

Doesn't even make sense because it's heavier than the iPad Air

11. DaHarder

Posts: 177; Member since: Oct 10, 2009

No. It's. Not. The Kindle Fire HDX 8.9 = .89 lbs whereas the iPad 'Air' = 1.00 lbs You're certainly entitled to your own opinions, but Not Your Own Facts.

13. Bryman

Posts: 1; Member since: Oct 24, 2013

A better way to be objective is to measure weight per screen inch since they are different screen sizes. So Kindle Fire HDX 8.9"/0.89 Lb = 1"/Lb IPad 'Air' 9.7"/1.0 Lb = 0.97"/Lb Technically, Ipad wins by 0.03"/Lb but this is insignificant. Therefore, I think they are about equal.

14. bugsbunny00

Posts: 2265; Member since: Jun 07, 2013

Ha! Kindle going against iPad air?!Not a chance..

15. 9thWonderful

Posts: 232; Member since: Jan 24, 2013

would easily take an iPad2 over any edition of a Kindle Fire...even ones to come out in the next 5 years.

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