Amazon launched the Fire, an Android-powered tablet, as a response to Apple’s iPad.
In the new ad, embedded below, a man and woman have the following exchange:
Man: Hey, excuse me. That’s the new Kindle, isn’t it? $79.
Woman: Best way to read, even in sunlight.
Man: Yeah, but I mean if you want to watch movies, or surf the Web…
Woman: I’ve got a Kindle Fire for that.
In highlighting the claimed superiority of the Kindle’s e-ink screen for reading, the advert also draws a unfavourable comparison between Amazon’s e-ink devices and its own glossy-screened Fire.
Amazon.com recently started offering refurbished Kindle Fires, suggesting some users have already returned their purchases.