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.

We are all waiting for Apple to release new iPad models, Google just announced the new Nexus 7 but don’t forget about the new Amazon Kindle’s.

An Amazon mystery device (codename: Apollo) running Android 4.2.2 has shown up on GFX Bench. It has a 2560 x 1600 pixel display, Adreno 330 GPU, and a 2.3GHz CPU, Snapdragon 800 processor, 8MP main camera, a front shooter, 2GB RAM, optional cellular connectivity, and 16/32/64 GB internal storage.

Plus it will feature tight software integration with all its media and shopping services.