Amazon's Kindle Fire got great reviews last year and now Amazon is coming uo with a new Kindle Fire called Kindle Fire HD.

Microsoft is also still to reveal pricing for its Windows 8 and Windows RT tablets line. But all these tablets get a tough competition from Amazon's Kindle Fire HD that is worth $199, while the cost of the Surface tablet can be estimated at $299 or less.

However it's often argued that comparison between the Kindle Fire HD and the Surface tablet is not possible. While the Kindle Fire HD isn't designed to be a universal tablet, the Surface on the other hand is an all-purpose tablet. But in the eyes of the consumer this is not an issue. All they would be concerned with is the pricing and what the gadget has to offer.

Shaw Wu, a Sterne Agee analyst said, according to Market Watch that, "We believe the end game is that profitability in tablets outside of Apple will be non-existent given Amazon's aggressive pricing stance."

Also agreeing to the same is Peter Misek of Jefferies & Co., who comments that in the coming times it'll be extremely difficult for other companies to enter the tablet market and even if they do, for them to be successful will require them to be very different.