Under the slogan "much more for much less", Amazon highlights the features of its 7-inch screen Kindle Fire HD against Apple's iPad Mini, which was announced last week.
The retailer states that the Kindle Fire HD has "30% more pixels" in its high definition display than the iPad Mini; at 216 pixels per inch compared to 163ppi in Apple's device.
Amazon notes that Kindle tablet buyers can stream HD movies and TV shows, and the device features dual stereo speakers compared to mono audio in the iPad Mini.
Of course, Amazon also highlights that the Kindle Fire HD starts from £159, compared to £269 for the cheapest iPad Mini.
Amazon's page further includes a quote from Gizmodo in response to Apple chief executive Tim Cook's statement that Apple would "never make" a seven-inch tablet.
"…your [Apple's] 7.9-inch tablet has far fewer pixels than the competing 7-inch tablets! You're cramming a worse screen in there, charging more and accusing others of compromise? Ballsy," the site said.
However, Amazon fails to note in its comparison advert that Apple can offer iPad Mini buyers 275,000 applications that have been made for the tablet, something not available on the Kindle Fire.
> Amazon Kindle Fire HD enters small-screen tablet war
> Apple iPad Mini pre-orders underway