Monday, 7 November 2016

Does Amazon confuse customers and retailers with their devices?

I visited a PC World/Currys branch (the UK’s largest electronics retailer) and noted something off with displayed Fire HD 8 tablet. The information provided stated the tablet as the latest release that comes with an improved 12 hours battery life. However, the tablet displayed was the late 2015 edition with a glossy back and both a laminated and superior display. It is a possibility that a customer purchasing the device will be surprised to find the tablet’s screen somewhat dull compared to the displayed demo unit. I believe part of the problem is with Amazon confusing both customers and retailers with the labelling of their devices. For example, the 2016 refresh of the Fire HD 8 remains a 5th generation device, similar to the late 2015 release. 

As I posted before, Amazon likely acknowledged a mistake in releasing the 2015 Fire HD 8 with a mix of entry level and mid-range specifications. With this mix, the device was sold closer to a mid-range price, with better value options available from other manufacturers. The refresh is much better value and the inferior display is still acceptable for the price, considering the overall improvements that come with the 2016 Fire HD 8 - longer battery life and extra RAM that significantly boosts performance.

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