Tuesday, 22 September 2015

Amazon goes budget friendly

Amazon has released three new Fire tablets and it appears, from the official website, these are not just further choice to the existing tablet range but may become the default offering. The HDX tablets, with far better resolution and specifications, are no longer advertised on the front page of Amazon.com. Also, judging from the aspect ratio of the devices, these are, foremost, for media consumption to complement an Amazon Prime subscription.

I think, other than the $50 7 inch tablet (1), the other devices are over-priced compared to tablets from other manufacturers. For example, in UK pricing, the Fire HD 10 sells for £170, while the Nexus 9, which is vastly superior, can be found for £200 (there is also the Lenovo Tab 2 A10 that beats the Fire 10 HD in both specifications and price). While resolution may not matter for multimedia content, it might with clear pixelation for e-reading (the Fire 10 HD comes with 149 ppi). The $50 Fire 7, however, is the best of the lot. This may seem strange, considering the specifications, but the compromises made were just right. Skimping with resolution was balanced with an IPS screen, that even at 1024 x 600, offers 171 ppi (the Fire 7 is not advertised as HD, so it is not clear what this entails? Is there no high definition rendering? Or is anything under 1280 x 720, regardless of screen size, officially non-HD?); the device also does not compromise in either processing power or memory. Then there is the ingenious offer to buy six Fire tablets and get one free! I can see the device doing really well as a gift, other than offering a budget friendly entry point to Amazon products e.g. Amazon Prime and Amazon Kindle Unlimited etc. Amazon might, in the future, discount the tablet with an annual Prime membership.

In all, considering the trajectory of tablet sales, it is understandable Amazon would go for a more budget offering, compared to the HDX range. However, relative to other available tablets, both the Fire HD 8 and Fire HD 10 offers less for the price. The Fire 7, on the other hand, is a great idea and one that might get more users into the Amazon eco-system to off-set the device's low price.

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(1) In the UK the Fire 7 sells for £50 and in Europe for 60 Euros. The different pricing might be due to the device coming with 90 days warranty in the US, to keep the price low, compared to one year in the UK and Europe.

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