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Amazon isn't going to take the iPad mini lying down, going on the offensive with a direct comparison between its $199 Kindle Fire HD and Apple's latest $329 media darling -- and they're taking the fight to their website homepage.
Amazon is taking no prisoners in its battle for seven-inch tablet dominance, updating the front page of its website on Sunday to explain why its Kindle Fire HD offers "much more for much less."
Headlined by an iPad mini-dissing quote from Gizmodo, a big chunk of screen real estate on Amazon's homepage is now taken up by a direct comparison between the company's $199 Kindle Fire HD and Apple's iPad mini, which starts at $329.
Amazon takes Apple to task for its lower-resolution display, the lack of HD content and the iPad mini having only a mono speaker -- all for $130 more than the Kindle Fire HD. And if that's not enough, Amazon has posted a full "More for Less" page on its website, offering even more cold, hard facts on why you should buy a Kindle Fire HD.
"Kindle Fire HD features 30 percent more pixels and 33 percent more pixels-per-inch than iPad mini, which means clearer, sharper images," the web page reads. "With Kindle Fire HD, you can watch HD movies and TV -- you can’t on iPad mini because it's not an HD device. And because low-quality sound can ruin your HD entertainment experience, Kindle Fire HD features better audio with dual stereo speakers and Dolby Digital Plus. Additionally, Kindle Fire HD offers fast Wi-Fi with dual band, dual antennas + MIMO. With all this, Kindle Fire HD is still $130 less than iPad mini."
While Amazon may be enjoying a spurt in Kindle Fire HD sales from folks who find the iPad mini too expensive, it doesn't seem to be hurting Apple too much -- preorders for all Wi-Fi models of the junior iPad are now sold out online, which means your best bet to grab one is at retail on November 2.
Follow this article’s author, J.R. Bookwalter on Twitter