Judging by rampant online speculation in recent months, iPad’s main tablet competitor this Christmas could be a device made by Amazon. The New York Post reports that the Android-powered device will sell for “hundreds less than the entry-point $499 iPad” in an effort to undercut Apple’s domination of the market. It strongly hints that the price of Amazon’s tablet could even be as low as $99 – presumably hugely subsidised by Amazon with the aim of making back the money from content sales. Separately, analyst firm Forrester Research claims that Amazon’s tablet will “completely disrupt the status quo”, including selling well. “If Amazon launches a tablet at a sub-$300 price point — assuming it has enough supply to meet demand — we see Amazon selling 3-5 million tablets in Q4 alone,” writes analyst Sarah Rotman Epps. “The bottom line: A year from now, ‘Amazon’ will be synonymous with ‘Android’ on tablets, a strong second to Apple’s iPad.”

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