HDX-Light-GW-US-660x180-LTA._V353718847_Visitors to Amazon’s homepage today were greeted with a subtle jab at Apple’s new iPad Air tablet. A banner advertising the new Kindle Fire HDX came with the tag line “Lighter than Air,” a clear nod to Apple’s newly-announced lightweight tablet.

While it’s true that the Kindle HDX is lighter than Apple’s iPad Air, weighing .82 pounds to the Air’s 1.0, there’s a bit of a problem with Amazon comparing the two tablets: they’re not actually the same size. The iPad Air comes equipped with a 9.7 inch screen, while the Kindle Fire HDX’s screen only measures 8.9 inches from corner to corner, which may account for some, if not all of the weight savings between the two devices.

And while the iPad Air is heftier, it’s actually six-hundredths of an inch slimmer than the HDX.

Of course, if there’s one way Amazon’s tablet is clearly lighter than the iPad, it’s Amazon’s pricing. The cheapest iPad Air will cost $499 when the device launches in November, while the Kindle Fire HDX starts at $379, even below the price of Apple’s new Retina display-equipped iPad Mini.

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