It feels like just yesterday when we were discussing how trying to trash Apple is not a very good strategy. Oh wait (ok, it was last week. Close enough!) Now, to be fair, Nokia’s attempt was slightly more pathetic than this one by Amazon but still, I mean, how many people do you know that have a Kindle Fire? A little humility isn’t a bad idea, Amazon.

The truth is, Amazon is one of the most interesting companies to watch in mobile and in tech in general. I mean, just take a look at what Bezos announced today. Having said that, the fact that the Kindle Fire has a higher resolution screen or a lighter body won’t appeal to most mainstream consumers. In fact, even the lower price won’t ship Kindle Fires. This is a mindshare thing and iPad owns it.

What should Amazon do? Focus on its strengths, which is its dominance in E-commerce (which they can translate into M-commerce), its strong content portfolio, which can most definitely compete with Apple on some fronts and beat Apple on others, and most importantly, Amazon needs to sell its culture.

Culture? Yes, if Apple is a dictatorship, then Google is a full-fledged anarchy, and Amazon, one might say, is a flourishing and healthy democracy. Focus on that, Amazon, and the next time I ask who knows someone with a Kindle Fire, there won’t be that awkward silence.