Amazon has released a new TV ad for the Kindle and Kindle Fire directly aimed at showcasing both devices’ strengths over Apple’s iPad.

The advert takes place in an exotic resort under bright sunlight, illustrating the point that the Kindle e-reader does not suffer from the same screen glare issues as the iPad 2. The ad then goes on to show the browsing and multimedia capabilities of the Kindle Fire, once again showcasing its abilities in direct response to that of the Apple tablet.

When asked about the price of the Amazon units, the ad’s protaganist announces that purchasing three Kindle devices is still cheaper than buying one iPad.

The Kindle Fire has been a resounding success since launch, with analysts suggesting sales of almost 6 million in the fourth quarter of 2011. This is still some way behind the iPad 2 though, with Apple posting sales figures of over 15 million in the fourth quarter representing a 111 % jump over the previous year.

You can check out the full ad below: