New Amazon Kindle Commercial: "The Book Lives On"

Amazon has just released yet another new commercial for the Kindle, which again takes aim at its major competitor, the iPad. The commercial includes the fact that Amazon now has over 800,000 titles in the Kindle book store, and like past commercials, highlights the difficulty many iPad users face when reading on the tablet in direct sunlight. The Kindle, on the other hand, is perfectly visible in direct sunlight. The commercial even includes a tagline, “easy to read in bright sunlight” and throws in a mention of its long battery life.

One thing that is noticeable in the commercial is that all of the actors appear to be in their twenties and thirties, which shows that Amazon is clearly trying to target a younger demographic in the spot. And the tagline “The Book Lives On,” appears to be a new one.

Amazon’s Jeff Bezos has repeatedly stated that the iPad is in a different product category than the Kindle, and aren’t a threat to the company’s flagship product. But Amazon’s Kindle commercials continue to attack the iPad for its sunlight issue. Hmm.

It’s still unclear how many Kindles Amazon has actually sold because the company is notoriously cagey about releasing these stats. We do know, however, that sales of third-generation Kindles are in the millions.

For anyone who is interested, the song in the commercial is “Sweet Talk, Sweet Talk,” by the New Pornographers.