Since the announcement of Amazon Kindle Fire on September 28, 2011, the Tablet market has changed dramatically. In analyzing Intent to purchase data from the social networks, we see that Amazon Kindle Fire is likely to take away market share from all Tablets while its impact on Android and other non-iPad Tablets will be significant.  Amazon has the potential to make it a two way Tablet race between Kindle Fire and iPad if it delivers on all its promise.

This chart below shows the % intent to purchase both prior to Kindle Fire announcement...
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Since the announcement of Amazon Kindle Fire on September 28, 2011, the Tablet market has changed dramatically. In analyzing Intent to purchase data from the social networks, we see that Amazon Kindle Fire is likely to take away market share from all Tablets while its impact on Android and other non-iPad Tablets will be significant.  Amazon has the potential to make it a two way Tablet race between Kindle Fire and iPad if it delivers on all its promise.

This chart below shows the % intent to purchase both prior to Kindle Fire announcement (September 1 -27, 2011) and post this announcement (Sept 28 - Nov. 7, 2011). Apple’s iPad intent to purchase has gone down but majority of Amazon Kindle Fire’s gain has come at the cost of Android and other tablets (includes Blackberry Playbook, HP WebOS, Windows Tablet and unidentified tablets).