SAN FRANCISCO (AP) -- Amazon.com Inc. is rolling up its sleeves in the fight to convince consumers that its Kindle electronic reader is better than competing devices such as Apple's iPad, unveiling more aggressive advertising and accentuating a growing rivalry.
In a Kindle commercial aired on TV and uploaded to Amazon's Kindle channel on YouTube, a man sits poolside holding an unnamed tablet, trying to shield its screen from the sun.
The man asks a woman, who is reading on a Kindle, how she's able to do so in such bright light -- she answers that she's using a $139 Kindle.
The commercial marks a tactical change for Amazon. Earlier Kindle commercials often featured indie tunes and stop-motion camera work, and didn't reference rival products such as the iPad, which starts at $499.
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