ONLINE BOOKSELLER Amazon has released its financial results and took a swipe at the Ipad Mini in passing.
The retailer made room in its financial information release to share its side by side comparisons of Apple's Ipad Mini with its Kindle range.
Readers are brought gently into the financial release. The usual business happens at the top. Amazon posted net sales of $13.81bn in the third quarter, an increase of 27 percent year on year, and an operating loss of $28m in the third quarter, a reversal from operating income of $79 million a year ago.
It's all good as far as Amazon founder and CEO Jeff Bezos is concerned, though, and he reminded readers that Amazon sells its devices cheap and makes its money elsewhere.
"Our approach is to work hard to charge less. Sell devices near breakeven and you can pack a lot of sophisticated hardware into a very low price point," said Bezos.
"And our approach is working - the $199 Kindle Fire HD is the #1 bestselling product across Amazon worldwide. Incredibly, this is true even as measured by unit sales. The next two bestselling products worldwide are our Kindle Paperwhite and our $69 Kindle. We're selling more of each of these devices than the #4 bestselling product, book three of the Fifty Shades of Grey series. And we haven't even started shipping our best tablet - the $299 Kindle Fire HD 8.9."
Highlights came next. This is where companies talk about their year, their products and their impact. But Amazon takes a different turn here and directly compares its products against those of its rivals.
It wrote, "Compared to the Ipad Mini, Kindle Fire HD 8.9" has...", followed by a favourable comparison table that shows its device is cheaper and by how much.
Then it wrote, "Compared to the Ipad Mini, Kindle Fire HD 7" has..." and the same beneath. Both Amazon devices compare favourably and the Kindle Fire HD 9.9in is $30 cheaper than its rival, while the Kindle Fire HD 7in is $130 cheaper.
It is only once we have got these comparisons out of the way that we are able to return our focus to Amazon.
Here we learn that it put 50,000 more workers into jobs, launched even more devices, improved its cloud services, launched a cloud music player and increased North America sales by a third. µ