New Amazon Kindle Commercial “The Book Lives On” Xavier Lanier02/21/2011 Amazon released a new Kindle commercial that primarily focuses on its anti-glare display, which is much easier to read outdoors than text on an iPad. That’s certainly a fair point, but I think the real advantage the Kindle has over the iPad, and other devices that share a similar form factor, is its price of $139. Advertisement The Kindle might not be able to do a fraction of the things that the iPad or Android tablets can do, but the masses don’t seem to mind.. The 6″ Wi-Fi only Kindle is Amazon’s top selling product and there’s no sign of sales slowing down. It’s well within impulse-purchase territory for many consumers and there are plenty of ways to justify the purchase. Some people justify the purchase using dollars and cents, while others point to how many trees eBooks can save. Another thing the Kindle nails is battery life. Kindle owners can go days or weeks without recharging. While specs and features do matter a lot to geeks, price rules out in the retail world. That’s why I agree with Hugo’s analysis of what tablets should cost. In his book, $500 is the magic number that tablet manufacturers need to hit. There are a lot of options out there to meet different users’ needs. For some, a $139 device like the Kindle is better than a Xoom.