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I think that it really depends on if you have Amazon Prime. I love the Fire tablets.
First thing is the price. $499 for the Air and $379 for the Kindle HDX 8".
Their processors overall are pretty similar in overall performance but they have some differences in areas of strength.The A7 is better at single strand processing, the Snapdragon in the Kindle is overall more powerful. Displays are both very good, I might lean slightly toward the HDX. The Kindle is lighter, both have similar front and rear facing cameras.
I think overall the hardware is a slight edge for the Kindle.
Now, a lot of whether or not you pick the Kindle or the Air is the OS and ecosystem you like better. Personally, I'm a big fan of Amazon Prime. I watch a lot of movies on prime, read a lot of books, and do quite a bit of shopping on Amazon. So, for me prime is the deciding factor. The down side, some would say, is that they have many fewer apps than google play or itunes However, the vast majority of the most popular apps on google play can be side loaded on the kindle and most of the most popular apps on itunes are also on the Amazon App store. I would check to make sure that Amazon has your favorite apps before you buy though because it would be terrible to have a tablet that doesn't run the apps you use the most.
Also, OS choice seems to be a big factor. I know a lot of people that love iOS7 and previous versions so much anything else just seems weak. I also know a good number of people that like android and I personally like the OS3.0. It is also nice to have the Mayday button if something goes wrong, though I have had no reason to use it yet.
Like I said, the Kindle may have a slight edge in hardware and price. However, the difference isn't too noticeable that if you prefer the iTunes/iOS combo more than OS3.0/Prime combo that you wouldn't buy the Air.
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