Having established itself as Apple's top tablet competitor by going smaller and cheaper, Amazon will now go head to head with the category-defining iPad on its own turf.
Even as Google's new Nexus 7 challenges the Kindle Fire for dominance in the small-tablet category, Amazon CEO Jeff Bezos on Thursday introduced a new, 8.9-inch Kindle Fire HD.
No tablet that has tried to match the iPad feature-for-feature has gained more than a token foothold in the market.
So, how do the latest version of the iPad and the Kindle Fire HD stack up? Because only a few people have gotten their hands on the new device, some questions can't be answered yet.
But here's a look at what we do know so far:
The Fire comes out way ahead on this one, as is to be expected from Amazon, which has targeted customers looking for the basic features of a tablet but not willing to pay Apple's heftier price tag.
For $499, the cost of the lowest-end iPad (the 16GB, WiFi-only model), a buyer can get a 32GB version of the Fire HD with a 4G LTE connection on an upgraded cellular network.
The 16GB version of the Fire comes in at $299, or $200 less than the comparable iPad.
While Amazon obviously closed the gap significantly, the iPad still has a bigger screen than the Fire.
Apple's iPad screen measures 9.7 inches diagonally, while the Fire is at 8.9 inches.
That's less than the difference between the screen sizes on the iPhone 4S and the larger Samsung Galaxy S III smartphones. (There's speculation the iPhone 5 will have a larger screen).
But competition between Apple and Amazon could heat up on another front if rumors that Apple plans to release an "iPad Mini" turn out to be true.
Both tablets feature high-definition screens, although the details vary.
The iPad's "retina display" featured a total of 3.1 million pixels, with a resolution of 2,048 by 1,536.
By contrast, the Fire HD measures 1,920 x 1,200 pixels, with custom features designed to reduce glare and improve color saturation.