Amazon Plays The Price Card In The Battle Against iPads

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Amazon used to be able to sell the Kindle based on its readability in sunlight. That’s a fair comparison to make and the old advertising featured little more than people being happy reading. To wit:

But the commercial above takes a different tack. The old “it works in the sun” line is still is still in there, but I assure you that Amazon is most interested in getting the more expensive and potentially more lucrative Kindle Fires out the door. What do they do? They suggest that the kids can hang out in the shade with their Fires while mom schools an old fool and his iPad. And all three of those devices still cost less than an iPad (or similarly outfitted tablet). Sneaky, sneaky, Amazon.

In fairness, two Fires and a standard Kindle are still cheaper than an iPad, but I suspect the kiddos in that Daiquiri-stained sloth tent would still rather watch videos and play games on a more capable device. But this is Amazon’s version of price-conscious Club Med, and who are we to judge?