The Kindle Fire is stuck between e-ink minimalism and gleaming iPad decadence. That could either make it the goofy middle child in the tablet family, or a singular wunderkind. But the Fire will not be overlooked. Apple: Be afraid.
Why it matters
Amazon isn't just a bookstore. Nor is it a music store, shoe store, video streaming service, or newsstand. Amazon has wrapped all of these things together into a rich, easy way to suck down almost every conceivable form of media with one key: Prime. But Prime has been stuck behind the tangled butterface of Amazon.com—the site is a mess, a cage. This Kindle is meant to change all that, to not only be a Better Kindle, but a direct conduit to all of Prime's awesomeness: the missing piece.