It wasn’t a tough call or anything but back in March I did guess that Amazon was planning a Kindle running on Android. Why else would they start their own app store? Now that their strategy is actually taking shape it unsurprisingly presents Amazon-skinned Kindle Fire Android device geared towards its users consuming more Amazon content, services and products. For this purpose, the tablet is very competitively priced – at the time of writing a full $50 less than Nook Color ($199 and $249 respectively).
One can find many reviews of Kindle Fire online. It has also been a frequent comparison subject against Nook Color. Because of the price difference, it compares favorably. However, if I had to pick between the two I would likely go with the Nook Color because of better specs (double RAM, SD card slot, etc.), better support for standards, and just my general discontent for Amazon and its business practices.