Amazon showed off upcoming products in a new advertisement shown during the first NFL game of the season, as seen in this YouTube screenshot. Image: TechRCcrp via YouTube
Amazon is unveiling its next Kindle Fire tablet and Kindle e-readers in Santa Monica today. But last night, if you were one of millions watching the first NFL game of the season, you might have already seen a sneak peek.
In a new TV advertisement, Amazon showed off what appears to be at least one new Kindle Fire tablet and its backlit “Paperwhite” Kindle e-reader, new gadgets that have spawned a flurry of rumors over recent months. The devices look pretty much as we expected — plain black rectangles with little in the way of distinguishing hardware features. Not too different, stylistically, from the first Kindle Fire tablet.
In the ad, which aired during a Dallas Cowboys victory over the New York Giants, Amazon doesn’t name the products or talk specifically about them. Instead, the spot features a voiceover that sounds like a mission statement.
“We’re the people with the smile on the box. We’re the re-inventors of normal. We dream of making things that change your life, then disappear into your everyday; of making the revolutionary routine. Our accomplishments are things you barely think about but can’t imagine not having.”
Amazon teased a new Kindle e-reader and Kindle Fire tablet during the kickoff of the NFL season on Wednesday. Image: TechRCcrp via YouTube
Then the words shift over to a bit of product talk, with images of a Kindle Fire tablet shown on screen.
“Connecting your mouse to your front door was our moon landing. Creating Kindle, our four-minute mile. Customer reviews, our light bulb. And when we build you something new, you can expect everything to change a little more,” the advertisement said.
It’s clear Amazon knows it’s got a capable rival in Google’s Nexus 7 tablet, and possibly a smaller, cheaper iPad on the way too, and it’s not looking to give up the Fire’s place as the best-selling Android-powered tablet out there. Amazon’s stepping up its advertising game, but questions remain over whether or not the new hardware will continue to rake in massive sales. Check out our liveblog of Amazon’s Kindle event for the latest information on what Amazon has in store.
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