Amazon Has Already Built a Strong Brand Identity With Kindle

By Don Reisinger  |  Posted 2011-11-10 Print this article Print

5. Apps galore

Interestingly, the Kindle Fire will launch without support for the Android Market. Instead, the device will offer applications from Amazon's own applications marketplace. Even so, customers shouldn't expect to miss out on applications. From Netflix to Angry Birds to Pandora, just about all the mobile programs customers are after will be available on the Kindle Fire. That's more than what can be said for the HP TouchPad or BlackBerry PlayBook when those devices launched.

6. It's the right time

Amazon made the shrewd move of launching the Kindle Fire around the holiday-shopping season. Right now, consumers around the globe are getting ready to spend their savings to get gifts for friends and family. By launching the Kindle Fire now, Amazon could very well have put its device atop holiday shopping lists and ensured that its tablet will gain significant market share in the fourth quarter.

7. It's capitalizing on the Kindle

If the Kindle Fire was the first hardware device from Amazon, folks might not be as excited about it. But considering the Kindle has been such a success, consumers around the world know that Amazon understands how to deliver a worthwhile device. Simply put, the Kindle Fire is building upon the success of its predecessors.

8. The surveys say so

Recently, research firm ChangeWave conducted a survey of 2,600 consumers, asking them how they felt about the Kindle Fire. The research firm found that 5 percent of respondents had already ordered the Kindle Fire, while another 12 percent said they planned on ordering it. The findings were impressive, since an earlier study for the iPad revealed 4 percent had bought it before its 2010 launch and 9 percent were likely to buy it. Right now, it appears the Kindle Fire is more desirable than the iPad at its own launch. That's not bad company to be in.

9. It has little competition

Aside from Apple's iPad, what Android-based tablet on store shelves right now should worry Amazon? Currently, not a single company has been able to succeed in the tablet space other than Apple, which means the timing seems perfect for the Kindle Fire to buck that trend. If Amazon's tablet had more competition, it might not be such a good idea to be bullish on the device. But since it lacks the competition in its price range, the road seems clear for it to hit the second spot in the marketplace.

10. It's really an Amazon OS

Although the Kindle Fire is running Android, it's important to point out that Amazon has spent an inordinate amount of time making the operating system its very own. In fact, when customers get their hands on the tablet, they'll find that it's a unique operating system that only relies on Android to perform its most basic tasks. That's important. Currently, Android hasn't proven successful in the tablet market. But with its OS strategy, Amazon might have found a way to change that.

Follow Don Reisinger on Twitter by clicking here


Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

Submit a Comment

Loading Comments...
Manage your Newsletters: Login   Register My Newsletters

Rocket Fuel