The Kindle Fire HDX is NOT the Best Tablet Ever?

Kindle Fire HDX shows Iron Man

I really enjoyed CNN’s review of the newest Kindle Paperwhite, which they’d called “the best digital reader ever.” So I had to laugh when I saw a review for Amazon’s new color table, the Kindle Fire HDX. Business Insider gave a review with a headline that was exactly opposite. They wrote that newest Kindle Fire was “Not The Best Tablet You Can Buy”.

But they still called it Amazon’s best tablet ever.

So what did they like about the tablet? First, its 7-inch screen “is sharper than the relatively weak display on Apple’s iPad Mini”. And the design of the tablet has been improved too, so it’s now got a comfortable angular shaped (as opposed to the box-with-rounded-corners design of the earlier Kindle Fires). Their reviewer, Steve Kovach, ultimately concludes that the device’s battery life was “pretty good,” lasting about six or seven hours on a single charge. And I think that’s a bigger deal than he recognizes, because high-definition screens always do tend to use up more of your battery’s charge.

So what didn’t he like? Hisfirst real complaint seemed to be that Amazon’s app store has a lot fewer apps than Google’s own app store (which is available on most other devices). He even writes that the selection of apps for the Kindle Fire is “tiny” — just 85,000, versus the nearly 1 million that are available in Google’s store. But ultimately I think the reviewer makes a mistake when he writes that the Kindle Fire is “missing” popular Google services like YouTube and Gmail. You can watch YouTube videos just fine on a Kindle Fire if you download a free third-party app like FREEdi YouTube player — and you can also set up the e-mail application on your Kindle Fire so it’s downloading its email from Gmail.

I think Business Insider makes that mistake because it fits into their larger percerption — that just like the earlier version of the tablet, the Kindle Fire HDX “is a pitchman that tries to entice you to buy more stuff from Amazon at every turn…. The tablet is constantly encouraging you to dip into the bank and buy more stuff from Amazon.” But their reviewer acknowledges that there’s a perfectly good reason why Amazon is doing this, calling it “part of the reason why you can get the Kindle Fire HDX for just $229.”

But the most interesting line of his review isn’t even in the review, but in the author’s byline, which includes this disclaimer. “Disclosure: Jeff Bezos is an investor in Business Insider through his personal investment company Bezos Expeditions.” On the one hand, you could worry about what happens when our news outlets are being purchased by the people that they’re supposed to be covering. But on the other hand, it seems pretty clear that their reviewers still aren’t pulling any punches!

I think my favorite line of the review came when they were discussing one of the newest features on the Kindle Fire HDX — its “Mayday” button, which instantly connects you to live a human being who can help you with technical problems. Amazon’s founder, Jeff Bezos, has always insisted that customer service is a big part of what made his company so successful, and even Business Insider applauded their newest approach. “[I]t’s pretty cool that Amazon has invested so heavily in customer service that it has real humans waiting to help you out 24/7 at the push of a button.

“That’s much better than running down to the Apple Store and waiting forever for a Genius to help you!”

For a shortcut to Amazon’s Kindle HDX page, go to

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