Who is in Amazon’s line of Fire?

Amazon made headlines this month when they introduced the Kindle Fire at $199. RetailWire panelists weighed in on whether Apple or another competitor was the real target here. My opinion:

I agree with the premise that Barnes & Noble is the biggest short-term target of the Kindle Fire. And keep in mind that Amazon also launched three other Kindle models, including a basic wifi-only model with an aggressive price of $79. It’s a powerful flanking strategy for the Kindle brand, and also allows Amazon to develop a more sophisticated tablet in the future that can compete more effectively against the iPad.


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