At first glance, creating an advertisement that shows off how good your rival’s tablet display looks doesn’t seem like a smart move. But Amazon’s (AMZN) latest ad for its Kindle Fire HD tablet is actually pretty clever: it first sets its own tablet’s HD display up side-by-side with the Retina-equipped iPad and shows that the two are comparable, though in reality the iPad has a slightly stronger display with a resolution of 264 pixels per inch compared to 254 pixels per inch for the Kindle Fire HD. But then at the end of the ad, Amazon notes that the 8.9-inch Kindle Fire HD costs a full $200 less than the Retina-equipped iPad, thus supposedly making it a vastly better deal. A full video of Amazon’s new ad is posted below.

Prior to joining BGR as News Editor, Brad Reed spent five years covering the wireless industry for Network World. His first smartphone was a BlackBerry but he has since become a loyal Android user.