The Specifics

Who: Amazon.

The product: Fire HD 10 Tablet. It comes in 3 colours (Black, Marine Blue and Punch Red).

What comes in the packaging: Fire HD 10 tablet, USB 2.0 cable, 9W power adaptor and Quick Start Guide.

What are they selling us: Amazon suggests the Fire HD 10 tablet is "expansive and immersive," as well as being "fast and responsive." They also promise you'll recieve "10 hours of battery life," and a tablet "more durable than the iPad Pro 10.5".

Things We Liked

Fire HD 10 Tablet

Ever since the first iPad was released, non-Apple companies have been trying to grab a slice of the tablet market. Some companies tried to compete head-to-head, or in some cases tried to best Apple, but I think it's fair to say that the 'so cheap, it's worth a punt' route was probably more fruitful. And let's face it, if you were to examine your tablet usage, you'd find that those cheaper brands/models probably handled your needs better than you'd expect (casual internet usage, social media, and checking your emails). However, it's no secret that Apple have created a pretty enticing ecosystem, which is hard to break out of. Hell, I've exclusively bought Apple products since that first iPad was released, and anytime I've had to leave my comfort zone - like a relative shoving a PC in my face before asking for tech advice - I always feel a bit lost. With that in mind, I'm not sure how to process the fact that I love the Fire HD 10 Tablet.

A couple of months ago I gave my son my mini iPad, partly because it was gathering dust in my desk drawer, but partly because he'd recently fallen in love with taking photos of random things such as walls, or my feet, or his breakfast, and who am I to stifle such blatant creativity? I was expecting to feel some sort of tech-pain from handing it over, but if I'm being honest, I haven't missed it at all. Its main function was to check work emails during situations whereby whipping out a laptop would be considered rude - but given that everyone uses their phones to do that, it ended up being a pain-free transition.

And then Amazon's Fire HD 10 tablet turned up with its freakish 1920 x 1200/10.1" screen size and totally bowled me over. There was something about its size that put it in a different conversation for me - I suddenly get the urge to watch Netflix while I work. Sure, there's a lot of plastic to deal with - but ultimately it's the screen and what's inside that counts, and Amazon have somehow managed to create a product that far exceeds its price point.

If you're looking for an Apple-alternative that handles the typical browser/emails/social media trifecta, then Fire HD 10's 1.8 GHZ quad-core processor and 2gb of RAM is more than enough to handle it. And if you're looking for a second-screen companion, then the full HD display and Dolby Audio speakers provide an impressive experience.

Other nice touches come in the form of its 10-hour battery life (very accurate), storage space (32gb or 64gb - which can also be stretched to 25gb using the microSD slot), and hands-free access to Alexa (it works very well).

Things We Didn't Like

Fire HD 10 Tablet

Part of why Amazon have been able to justify the cheaper price-point is by building the product into their current ecosystem - Prime Video/Kindle Books/Amazon Appstore - but if you don't happen to be already plugged into that model, then it could be an issue. For most people, it's the Appstore that might end up being the biggest turnoff - with the likes of YouTube and Instagram missing (unless you use the browser).

The cameras - VGA front-facing and 2MP rear-facing - are as basic as they come, so if you're looking to be that person at the thing taking photos on a giant tablet, then you might want to look elsewhere to get your fix. The same could be said for anyone looking to do some serious gaming on the go - the processors just aren't strong enough to handle graphic-heavy compositions.

Is It Worth The Money?

Given that Amazon specifically called out the iPad Pro 10.5" in the advertising for the Fire HD 10, I think that might be a good place to take this review. The former costs £149.99, while the latter costs £619.99. I'm not going to argue that the Fire HD 10 is anywhere near as good as the iPad Pro, but I also don't think the jump in price is justified in the slightest. As far as I'm concerned you're getting all the specs of a £300 (maybe £350) tablet for £149.99. Pretty impressive stuff.

You can purchase the Fire HD 10 Tablet by heading here. The price ranges from £149.99 to £189.99 depending on storage size (32gb or 64gb), and if you opt in or out of special offers (advertising, essentially).