Amazon just ruined Christmas for Google

Amazon just ruined Christmas for Google
Lean times at the Google house this year?

The launch of the Kindle Fire HD is great for the consumer – but awful news for the Nexus 7 and even Apple.

The latter half of 2012 has driven the tablet market into a hitherto unheard of budget arena, with Google firing first by bringing the Nexus 7 for £159 for the 8GB model.

For a quad-core tablet with an HD screen and quality construction, plus the latest version of Android in the shape of Jelly Bean, many of us thought that this was a proposition that couldn't be beaten – at least when it came to the cost.

Enter the Amazon Kindle Fire HD, with a 16GB model costing the same as Google's 8GB offering. Sure, it's only got a dual-core processor, but you ask those looking at what to buy their husband/wife/teenager/parent at Christmas and see if they care.

Amazon Kindle Fire

Even at a higher price, Amazon's huge stock of books, music and movies was going to be a cracking proposition, suitably aided by the massive success of the Kindle brand.

But to wage war at the same price and with a higher capacity is going to be a winning stroke, as 'space to put movies and music' is something that people with no interest in technology can understand, and these guys will be making up the bulk of the users.

The main card Google is holding over its Amazonian rival is the Play Store – Amazon does have its own app portal, but with a fraction of the offerings available in Google's application warehouse. That's something that may resonate with buyers, but most will see the Kindle brand name, see the larger capacity and be convinced.

Of course, let's not forget the Apple iPad mini here. Where the Kindle Fire HD lit the touchpaper for an explosion in the budget tablet market, Apple is going to pour huge amounts of gunpowder all over the show.

However, it's not going to be racing ahead of the pack just because of the brand name – there's no way Apple will want to price the iPad mini so aggressively, not least because it doesn't want to make the cost of the current iPad 3 look so unreasonable.

Chances are you'll have to pay at least £50 more to get your hands on a smaller iPad, and if you place it next to the Nexus 7 and Amazon Kindle Fire HD on the shelves, buyers shorn of allegiance in the tablet market will think 'I recognise the brand names here, and the Nexus 7 / Kindle Fire HD will probably do the same thing as the iPad. Plus I can buy myself a cake with the money I've saved. I love cake.'

So while you can say the tablet market has been fairly quiet in its formative years, it looks like we're set to see a real explosion now – and thankfully, it's not going to cost the earth to get your hands on one of these new devices, either.

TOPICS
Gareth Beavis
Formerly Global Editor in Chief

Gareth has been part of the consumer technology world in a career spanning three decades. He started life as a staff writer on the fledgling TechRadar, and has grew with the site (primarily as phones, tablets and wearables editor) until becoming Global Editor in Chief in 2018. Gareth has written over 4,000 articles for TechRadar, has contributed expert insight to a number of other publications, chaired panels on zeitgeist technologies, presented at the Gadget Show Live as well as representing the brand on TV and radio for multiple channels including Sky, BBC, ITV and Al-Jazeera. Passionate about fitness, he can bore anyone rigid about stress management, sleep tracking, heart rate variance as well as bemoaning something about the latest iPhone, Galaxy or OLED TV.

Latest in eReaders
Amazon Kindle Colorsoft in black on blue background with don't miss sign
The brand-new Kindle Colorsoft drops to its lowest-ever price in the Amazon Spring Sale
Amazon Kindle Paperwhite 2024 from the front
Hurry, Kindle owners! Today is your last chance to download backups of your ebooks – here's how to do it
A person holding the Amazon Kindle Paperwhite (2024) with the Home screen displayed
Amazon just killed a useful Kindle USB feature – leaving me stuck with less flexibility for ebook downloads and backups
A stylus selecting the AI Summary option on a Notebook of the Amazon Kindle Scribe (2024)
Your Kindle Scribe just became a better note-taking ereader with promised AI features rolling out widely now
Amazon Kindle Paperwhite
Missed it on Black Friday? The Kindle Paperwhite is back on sale again at Amazon
Amazon Kindle Colorsoft on an orange background
Amazon's brand-new Kindle Colorsoft just got its first discount – but there's a catch
Latest in News
EA Sports F1 25 promotional image featuring drivers Oscar Piastri, Carlos Sainz and Oliver Bearman.
F1 25 has been officially announced, with this year's entry marking a return for Braking Point and a 'significant overhaul' for My Team mode
Garmin clippd integration
Garmin's golf watches just got a big software integration upgrade to help you improve your game
Robert Downey Jr reveals himself as Doctor Doom to a delighted crowd at San Diego Comic-Con 2024
Marvel is currently making a major announcement about Avengers: Doomsday's cast on YouTube, and I think it's going to be a long-winded reveal
Samsung QN90F on yellow background
Samsung announces US prices for its 2025 mini-LED TV lineup, and it’s good and bad news
Nintendo Switch Lite
Forget the Nintendo Switch 2, the original Switch is getting one last hurrah in a surprise Nintendo Direct tomorrow
The Samsung Galaxy S25 Edge on display the January 22, 2025 Galaxy Unpacked event.
Samsung Galaxy S25 Edge colors seemingly revealed in new video, and there’s another sign of an imminent launch