Amazon mocks iPad's glossy screen in new Kindle ad

A new ad from Amazon pokes fun at the outdoor viewing capabilities of devices like the iPad while highlighting the low price of the third-generation Kindle.

The ad depicts a man trying to read an iPad-like device by the side of a pool. Unable to read, he asks the woman next to him how she is able to read her device in "this light." "It's a Kindle. 139 dollars. I actually paid more for these sunglasses," the 'Kindle gal' says.

Amazon's Kindle, which debuted in 2007, utilizes E Ink display technology to allow users to read without the eye strain that often occurs when reading from LCD backlit displays.When Apple's iPad was first announced, complete with its own iBooks digital bookstore, it was immediately labeled as a "Kindle killer." Despite the runaway success of the iPad, which sold its own "million" in just 28 days, Apple struggled early on to get publishers' content on the iPad. Pre-existing contracts with Amazon reportedly prevented publishers from putting their content on competing devices such as the iPad.