The Kindle Fire, with its seven-inch screen, have been compared to the Blackberry Playbook - the tablet computer which has proved a failure for Research In Motion since its launch in April.
The technical specifications of the Android-powered Kindle Fire have also underwhelmed journalists, particularly the product's lack of camera and internal storage.
But according to Digital Spy, two major strengths have been highlighted that set the tablet apart from the PlayBook - its price of US$199 (RM577) and the content relationships that online retailer Amazon already has in place, including books, movies, music and magazines.
Wired.com adds: "The Fire looks awfully similar to Research in Motion's failed BlackBerry PlayBook tablet, as both are seven-inch sleek black slates. Some may also hate the Fire's lack of internal storage space.
"But Amazon, like Apple, has what all other tablet companies don't - streaming video-on-demand services, a massive library of MP3s, even its own app store. Where all other devices have failed to seriously give Apple a run for its money, Amazon seems to have the best shot."
Influential tech blog Techcrunch said that the Kindle Fire's design will work well with Amazon's extensive library of media services.
It reports: "The Kindle Fire is the device we were all waiting for and when it arrived it did not disappoint. The Fire is a seven-inch media device that plays well with all of Amazon's media services including the book store, the video store, and the music store.
"It will probably be the break-out Android tablet of this season. It's not hard to see the appeal - a price point far below the iPads but with all of Amazon's media services built-in."
However, analysts believe that the Kindle Fire will not be able to outsell the 9.7-inch screen equipped iPad 2, despite it costing less than half the price of Apple's cheapest model.
Dominic Sunnebo, of Kantar Worldpanel Comtech says: "Last Christmas there were many cheap, and in some instances below par products, but we are yet to see any polished device from a well-known brand costing under £250 (RM1225).
"In the meantime, the Apple iPad remains dominant with the latest tablet market share showing it makes up 73% of sales in the UK.'
Adam Leach, an analyst at research firm Ovum, said that pricing is key if Amazon is ever going to make a dent in Apple's dominant share of the tablet market.
"The pricing is critical to gain traction in the tablet market. Rival manufacturers have failed to attract consumers as they have matched the iPad's price point without matching its content offering," he said.
"Amazon's retail-based business model allows the company to subsidise the device on the premise that consumers will buy more from Amazon, be that physical goods or its digital content."
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