Dive summary:

• An advertisement on Amazon’s homepage hypes reasons Kindle Fire is better than iPad mini.
• Amazon uses the slogan “Much More For Much Less” to highlight the greater resolution for Kindle at a cheaper price.
• The Amazon ad comes in response to Apple CEO saying of competing products, “We don’t think they’re good products.”

From the article:

To help drive home the point, Amazon is quoting a review from Gizmodo, which reads: “… your [Apple's] 7.9-inch tablet has far few pixels than the competing 7-inch tablets! You’re cramming a worse screen in there, charging more, and accusing others of compromise? Ballsy.”