Amazon has dropped the popular Kindle title from its new range of Android-based tablets, Fire HD and Fire HDX, for a clear cut differentiation.
Amazon, the world's largest online retailer, has secretly rebranded part of its product lineup. Without any fanfare, the e-commerce giant has started calling its new Fire tablets as Fire HD and Fire HDX. The change may not appear massive for the consumers but Amazon has a major reason behind the discreet change.
Amazon introduced the Fire HD and Fire HDX tablets last Wednesday alongside the company's new Kindles. The 8.9-inch Fire HDX is the premium addition to the company tablet lineup, packed with high-end features and a higher price tag. The Fire HD tablets in two different screen sizes, 6- and 7 inches, serve as low-budget tablets. The retailer also announced Fire HD 7 and 6 for Kids, which includes a protective case, 2 two-year warranty and free Amazon FreeTime Unlimited. The missing "Kindle" moniker did not overshadow the attractive specs and prices of the new Fire tablets. CNET was quick enough to spot the change and sought answers from Amazon regarding the change.
The e-commerce giant told the publication that the change in the branding of its tablet line is a way to differentiate its products, TechnoBuffalo reports. Kindle is a popular reference to e-Readers and the company wants to keep it that way, while the Fire tablets will be reserved for Android tablets that can do a lot more than Kindles, like browsing web, streaming video and more.
CNET also noted that the change means the tablet lineup will closely be tied to Amazon's Fire line of devices, which include Fire TV and Fire Phone. This particular lineup hasn't been entirely successful for the retailer as the Fire Phone was widely considered a failure. Fire TV had better luck in the streaming media field as it comes after Google's Chromecast in terms of popularity.
Analysts are cynical about the growth of Fire lineup without Kindle branding. "This is like taking one of your great failures, coming up with a new product and calling it failure version two," Branding expert Rob Frankel told CNET. "It's probably a giant step back for them because at least the Kindle has a good reputation."
