Amazon made an original ad for its Kindle Fire HD slate, showcasing the product side by side the Apple iPad, in order to highlight the quality of the screen. Their aim is to show that the two displays are comparable, even if the iPad packs a stronger setup, with a density of 264 pixels per inch, while the Kindle Fire HD offers 254 pixels per inch.


Amazon also notes at the end of the video that their 8.9 inch Kindle Fire HD costs $200 than the Retina packing iPad, making it a better deal. Amazon even dares to call the iPad’s display stunning and they define their product as an equal to the iPad, rather than a rival, which is an interesting strategy. They show beautiful HD pictures on both devices, so people can realize how good both screens are. However, with the iPad at $499 and the Kindle Fire at $299, the choice is very hard to make.

The voice over in the ad says that you can’t even tell the difference between the Retina display and the non Retina display. Just as a reminder: the Kindle Fire HD 8.9 has an IPS LCD screen at 8.9 inch in diagonal and with a resolution of 1920 x 1200 pixels, while the iPad uses a 9.7 inch screen with 2048 x 1536 pixel resolution.