Amazon has launched an aggressive advertising campaign that compares the Amazon Kindle Fire HD to the Apple iPad 4.
The advert, which is available now through official Kindle YouTube page, focuses on the HD displays of the Amazon Kindle Fire HD 8.9 and the iPad 4.
Cleverly, the advert doesn't say that the Kindle Fire HD's 8.9-inch screen produces a better picture than the iPad. It says that both produce "stunning HD."
In truth, the iPad 4's display (as well as that of the iPad 3) is both larger at 9.7-inches versus the Kindle Fire's 8.9-inches and slightly sharper at 264ppi versus 254ppi. But Amazon seems to suggest that in general usage the difference is negligible before pushing the focus to the respective cost of the two devices.
"In fact, you may not be able to tell the difference," claims the voice-over, "but your wallet definitely can." This is accompanied by a side-by-side shot of the two tablets, each displaying its price in a large font.
Whilst the iPad 4 starts at $499 in the US, the Amazon Kindle Fire HD 8.9 costs just $299.
Of course, the Amazon Kindle Fire HD 8.9 hasn't been launched in the UK at this point, but the smaller Amazon Kindle Fire HD 7-inch model is available now. We found its display to be decent, with a slightly yellowish tinge but strong performance for the price.
What do you think of Amazon's claims? Is there much of a difference between Apple's iPad display and the competition? If so, is that difference worth the price? Let us know in the comments section below, or head to the TrustedReviews Twitter and Facebook feeds.