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Hey Apple and Google, Amazon is coming for you.

Stashed in: Google!, iPad!, Apple, Kindle!, Jeff Bezos

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Amazon started airing the above commercial this week to sell the new Kindle Fire HD.

Watch it, and you'll see how they're going after anyone considering an Apple iPad.

The commercial looks exactly like one that Apple would make.

Be different:

We're the people with the smile on the box. We're the re-inventors of normal. When we bring you a new Kindle Fire, you should know that normal is going to change... again. With a stunning HD screen, HD camera and dual-speaker Dolby Sound. And 20 million movies, TV shows, songs, games, books and more. Hey normal, take that. Learn more about Kindle Fire HD.

Like the song featured in the commercial? It's "Open Season" from High Highs, available at, of course.

Game on.

No wonder Amazon keeps Google awake at night, too.

20 percent of Google searches are on mobile devices.

If those devices are built by Amazon, then Amazon can be the default search engine.

Amazon is sucking the profits out of iPads.

Will iPhones be next? Bet on it.

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