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(Pocket-lint) - There's nothing like an old-fashion war between two companies over their competing products. It certainly happens in the mobile space -- Samsung and Apple come to mind -- but a new ad reminds us there's another company in the mix. 

Amazon has launched a new advertising campaign pitting its 8.9-inch Kindle Fire HD tablet against the 10-inch iPad. In the ad, Amazon isn't shy to mention that the iPad has a great screen, but goes on to say the Kindle Fire HD does as well. Amazon isn't going to leave the competition without a backhanded comment, though. 

The kicker is where Amazon compares the $499 pricing of the iPad to the cheaper $299 pricing of the 8.9-inch Kindle Fire HD. "You may not be able to tell a difference, but your wallet definitely can."

Amazon has been aggressively targeting the group of customers new to the tablet space, looking for a cheaper solution, and that's definitely where this ad is aimed. 

To compare specs of the tablets, the iPad has a 264 pixel per inch display, while the Kindle Fire HD has 254. Amazon doesn't think you'll notice a difference. 

Reviews have remarked on the crispness of HD's display, but the sluggishness and limitations of the Amazon Fire OS has been noted time-and-time again. 

This isn't the first time Amazon has put itself up against Apple. In its October earnings release, Amazon compared the 8.9-inch Kindle Fire HD and iPad mini, saying the HD has 193 per cent more pixels.

Which do you think is better?

Writing by Jake Smith. Originally published on 16 April 2013.