Amazon is mostly an equal-opportunity seller, but when it comes to selling the iPad 2, it's a slightly different story.
Just trying keying in "iPad" or "iPad 2" into the Amazon search bar and you'll see what I mean. The first "sponsored" search result is a link to "Compare iPad 2 vs. Kindle Fire" that encourages you to a view a side-by-side comparison of key features.
Not surprisingly, the Kindle Fire either matches or bests the iPad 2 in most of those key features, taking losses in only the memory and battery-life departments. The kicker, of course, is the Kindle Fire costs $300 less than the Wi-Fi-only 16GB iPad 2.
I'd sure like to know how many people started out searching on Amazon for an iPad 2 and ended up with a Kindle Fire. I don't think Amazon is going to reveal that, but I'd bet it's a fairly large number.