Amazon pokes fun at Apple iPad price in Kindle ad - video

Amazon has released a new television commercial in the US for its Kindle devices that pokes fun at the price of its key rival the Apple iPad.

The online retailer claims that the new Kindle Fire tablet has been a huge hit in America, selling millions of units and challenging the market leading iPad.

In its latest advert for the Kindle range, Amazon highlights that consumers can afford to buy two Kindle Fire tablets and a standard Kindle e-reader for the price of just one Apple iPad.

Launched last October, the seven-inch screen Kindle Fire costs $199 (£127), while the base level Kindle e-reader costs $79. In contrast, the entry-level 16GB WiFi-only iPad 2 is priced at around $500 on Amazon's US site.

Previous Amazon commercials have flagged up that the e-ink technology in Kindle e-readers makes it easier to read in direct sunlight compared to the iPad.

Meanwhile, a report has claimed that Amazon is preparing to launch a new nine-inch version of the Kindle Fire in "mid-2012", along with a refreshed model of the seven-inch screen product.

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Watch the new Amazon advert below: