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Amazon fires shot at iPad's screen glare, price in new Kindle ad

Amazon doesn't mention the iPad by name, but Apple's tablet makes an appearance, and it's no secret which competitor it's referencing.

Which tablet is best: Amazon's Kindle Fire or Apple's iPad?
Which tablet is best: Amazon's Kindle Fire or Apple's iPad? CNET

Is the Amazon Kindle an iPad competitor? A new commercial makes Amazon's opinion clear.

Amazon tries to show the advantages its devices have over Apple's iPad. The commercial's setting--outdoors on a sunny day at a beautiful resort--helps illustrate the company's point that its Kindle e-reader lacks the screen glare found in Apple's iPad 2 in a similar setting. And when asked about the price of owning not one or two, but three Kindles, the woman who owns them in the ad says that "together, they're still less than that."

Amazon's Kindle Fire, which launched last year, immediately became a retail hit. Stifel Nicolaus analyst Jordon Rohan said last month that Amazon likely sold 6 million Kindle Fires during the fourth quarter, up from his initial estimate of 5 million Kindle Fire unit sales.

Despite those strong sales, they were no match for Apple's iPad 2. During the fourth quarter, Apple sold 15.43 million iPads, jumping 111 percent over the prior year.

Here's Amazon's new commercial: