The newest offering from Amazon, the Amazon Kindle Fire, is a genius stroke to expand its core business of being the world’s marketplace! The key is in the fact that the device’s sole purpose is to minimize the friction of acquiring and consuming electronic media of many stripes (i.e. ebooks, video, music). And by doing so via its impressive computing infrastructure, Amazon is able to also tap into its customers’ browsing and consumption behavior to feed its omnivores even faster.
It is particularly telling that Jeff Bezos is honest enough to state:
We don’t think of the Kindle Fire as a tablet. We think of it as a service.
At this point, Amazon’s not competing with Apple; Kindle Fire to iPad comparisons are oranges and apples (pun intended!). Amazon is instead pursuing its original intention all along, by taking on the entire digital media industry and making Amazon an indispensible, frictionless, and fast service provider to consumers everywhere.