As fierce competition in the consumer tablet market rages on, Amazon has made significant strides to convince consumers that their device is the superior product and an overall better deal. Their first step was their TV advertisement that directly compared the Kindle Fire HD to the Apple iPad in the same scenario:

Now Amazon has officially upped the bar as they have decided to lower the price on their flagship Kindle Fire HD 8.9″ model. This model debuted initially at a price of $299 for the 8.9″ Wi-Fi version and $499 for the 8.9″ 4G LTE version. With the updated price changes that were announced today, the Kindle Fire HD 8.9″ Wi-Fi model is now priced at a competitive $269 which is $30 off the original price. The 4G LTE model on the other hand is now priced at $399 which is a full $100 cheaper. My guess is that Amazon's Kindle sales numbers were not up to par for what they forecasted therefore resulting in a drastic, but understandable decision to induce a major price drop on the models. The changes will be a major factor that could increase the Kindle's overall marketshare in comparison to the ultra popular iPad, who is currently dominating the market.

Source: Amazon