In a display shootout, DisplayMate’s Raymond Soneira found the Kindle Fire HDX 8.9 to outperform Apple’s Retina-toting iPad Air in a number of lab tests, crowning Amazon’s device as the best performing tablet he has ever tested. Even better than the iPad Air.

Amazon is proving to really be a bigger threat to Apple and Google as it already has a decent Eco system, from media to anything that you might like to buy online.

And this threat will only increase.