Is Amazon's Kindle Fire already starting to die out?

Is Amazon's Kindle Fire already starting to die out?The Apple iPad almost singlehandedly established the tablet market as we know it today, but arguably more impressive has been Apple's success in building on its head start, easily coming out on top of every rival that's come along fancying a share of the tablet spotlight.

Amazon's Kindle Fire is the latest pretender to the throne, and has probably been the most credible threat to Apple's tablet dominance yet. But is Amazon's tablet fire already starting to burn low?

Barclays analyst Ben Reitzes certainly seems to think so, telling investors this week that the move to cut the previous-generation iPad 2's price in the wake of the new iPad's arrival “has seemed to offset some of the original threat of the lower priced Fire”.

“Many consumers seem willing to pay $399 for a feature packed tablet with a strong and developed ecosystem rather than $199 for a relatively underpowered tablet.”

The use of the figures in dollars servers as a timely reminder that Amazon still isn't showing any signs of launching the Kindle Fire internationally – despite near-constant rumours that the online retail colossus has serious ambitions of becoming an established player in the mobile hardware arena.

Things certainly got off to a good start, too: according to IDC, Amazon sold around 4.8 million Kindle Fire's in the tablet's launch quarter leading up to Christmas. But it's a different story in Q1 2012, as the newly affordable iPad 2 saw sales of its Android rival dropping to just 750,000.

It leaves us asking a simple question: will Amazon's time in the tablet limelight have come and gone before we even get to see one here in the UK?


Read more about: AndroidAmazon Kindle FireApple iPad 2Apple iPad 3

Add a comment

JanSt / MOD  May. 10, 2012 at 10:15

From everything I read, the Fire cut mostly into the sales of other Android tablet makers, not really affecting iPad sales... either way: the fire is like Barnes & Noble's Nook Color - handicapped and underpowered.

CTPAHHIK  May. 10, 2012 at 10:22

I would not call it underpowered, but it's definitely handicapped.

JanSt / MOD  May. 10, 2012 at 10:27

I would not call it underpowered, but it's definitely handicapped.

I meant 'underpowered' metaphorically ;)

Pondlife  May. 10, 2012 at 11:06

Tab 2 on a deal over there for just $20 more atm definitely preferable

krogothnx  May. 10, 2012 at 16:52

Have they even launched it outside the US yet?

Pondlife  May. 10, 2012 at 17:33

Nope. don't think they will at this stage.

Samme  May. 10, 2012 at 19:44

Having played with a Kindle Fire in the UK, it's clear that it isn't intended to be a full-blown tablet. As with the Kindle, the appeal is in Amazon's content, not the OS or features. Seeing as they haven't got any of that content ready in the UK - and with far more copyright/licensing issues than with books - I don't see it launching anything soon.


You don't need an account to comment. Just enter your email address. We'll keep it private.