CNN: How many Kindle Fires are being returned to Amazon?

[afa]

Did you guys read the comments?

A helpful commenter linked to an SEC correspondence with Amazon and their responses. I didn't bother reading the whole thing, but there is a part that seems to contradict what Amazon keeps insinuating about Kindle sales.

Here are some quotes (emphasis is mine).

SEC:

Please tell us the significance of Kindle e-reader revenues and gross profit to your financial results. Please also tell us why Kindle e-reader is similar to other products included in the electronics and other general merchandise group and should not be separately disclosed.

Amazon:

Sales of the Kindle e-reader device were not material to net sales or gross profit in 2010.
[...]The Kindle e-reader shares a similar customer base to other consumer electronic devices that store and present digital content [...] And in fact, many of these devices can be used to access the same digital content available on the Kindle e-reader.

[Sil_liS]

I had the impression that there was a significant number of people who were planning on returning their Fires during the preorder times. Maybe we could have a poll with the options:
- ordered and kept
- ordered and canceled
- ordered and returned

[kartu]

Most pissed customer reviews I saw so far, are normally comparing it to Kindle.

PS
How does one quickly switch off auto rotation on iPad please?

[JoHunt]

Originally Posted by kartu

PS
How does one quickly switch off auto rotation on iPad please?

The button to the left of the volume control locks/unlocks auto rotation.

In settings you have the option of using this button as a lock or to mute the device.

[carld]

Originally Posted by SteveEisenberg

While there are other ways to run the numbers, it does look like touch screen owners are, on average, less happy.

We'll need to take a look at those numbers again in a year or two. When the Kindle originally came out there was a massive outpouring of 1-star negative reviews. It took a long time before the positive reviews from real users started to outnumber the fake negatives. I suspect something similar, though less dramatic, is going on here.

[Dopedangel]

Originally Posted by carld

We'll need to take a look at those numbers again in a year or two. When the Kindle originally came out there was a massive outpouring of 1-star negative reviews. It took a long time before the positive reviews from real users started to outnumber the fake negatives. I suspect something similar, though less dramatic, is going on here.

The negatives are not necessarily fake it is human nature to complain when something is wrong but say nothing when its good or great.

[carld]

Originally Posted by Dopedangel

The negatives are not necessarily fake it is human nature to complain when something is wrong but say nothing when its good or great.

True, and I haven't read a lot of the Kindle Fire reviews, but remembering back to my Kindle 1 days, many of the early 1-star reviews were from people who obviously either didn't own or hadn't ever even seen a Kindle. I'm not saying all the negatives are fake, but I suspect the same phenomenon is at play here to some extent.

[afv011]

Originally Posted by SteveEisenberg

I just did a web search to find out what the normal return percentage is in retail. I didn't find anything really authoritative, but, according to this, between 8 and 11 percent is normal

That sounds awfully high to me. I worked for a mobile phone company for a while, and one of our products was less than stellar and we got about 2% returns - and that was way more than we were used to.

[Sil_liS]

Originally Posted by afv011

That sounds awfully high to me. I worked for a mobile phone company for a while, and one of our products was less than stellar and we got about 2% returns - and that was way more than we were used to.

Weren't people saying how easy it is to return something to Amazon?

[Hellmark]

Originally Posted by afv011

That sounds awfully high to me. I worked for a mobile phone company for a while, and one of our products was less than stellar and we got about 2% returns - and that was way more than we were used to.

Difference is, with phones, you're contracted into it, and in order to switch phones you have to often extend your contract. Some people, unless their is a problem will deal with a phone they don't care about due to that.

Now, if there is no contract issues, people will return things far more often, even if there is nothing wrong with it. If they get two of them as gifts, they'll return one. If they get one, and something like better, they'll return it. If it is something they didn't want, they'll return it. If they buy it and it doesn't live up to their expectations, they'll return it, etc. When ever they are not entirely happy with something, and can return it without losing money, they'll do so.

[Andrew H.]

Originally Posted by SteveEisenberg

You're risking a thread hi-jack, my friend.

Our 2010 base model Fit has yours beat on frequency of repair, ability to parallel park in small spots, and a whole lot more we could get into over at FitFreak.net (if you first don an asbestos suit).

Honda Fit to Audi is a decent way of thinking about the Fire to iPad comparison.

The Audi has a lot more performance, but the Fit functions perfectly in its niche, and it's surprising cargo space, small size, gas mileage, and reliability give it certain advantages over the Audi which might be important to some people, particularly when you consider the price. And some people might even want both cars.

But I think the question many people are having after the first reviews of the Fire is whether it really is a Honda Fit. I mean, the Honda Fit is a good car. A lot of people like it. But maybe the Fire isn't a Honda Fit. Maybe it's more like a Chevy Aveo.

[TechnoCat]

Originally Posted by Andrew H.

Honda Fit to Audi is a decent way of thinking about the Fire to iPad comparison.

Thank you for making the point clearer. I like the Honda Fit quite a bit, and I quite like my Kindle Fire. The Fit is a fantastic car, far better than anything any amount of money could buy you 20 years ago, and the Fire is a great tablet, far better than any amount of money could buy you 5 years ago (which is about 20 in electronics-years.) But they are aiming at the mass market, not the luxury market, and so cost less than the top and make some sacrifices to get there.

And yet I have a Kindle Fire, not an iPad. (Typed on my MacAir. )

[Jcas]

I wish they would make it available to Australia.

[Halo]

Originally Posted by afv011

It's a guesstimate by CNN, but if they're on the ball park, that's very high. I wonder if people are buying the Fire on the assumption that it is a full blown tablet (i.e., a cheap iPad), and not an enhanced eReader.

I doubt half of those reviewers own a Kindle Fire. I remember when the first Kindle came out. The product page had tons of one star reviews breathlessly ranting about the evils of restricted formats, vendor lock-in, and how printed books were way better than reading on an electronic device. And all of that before a single Kindle shipped to anyone.

I'm sure this article is just more speculation being passed off as "news."

[jocampo]

Originally Posted by afv011

Source

It's a guesstimate by CNN, but if they're on the ball park, that's very high. I wonder if people are buying the Fire on the assumption that it is a full blown tablet (i.e., a cheap iPad), and not an enhanced eReader.

While reviews and polls are a good way to measure some trends, they are by no means, any scientific or statistical tool that truly tell the whole story.

I am not so sure if the Kindle Fire has been a success for Amazon or not, but in my opinion, any technical writer that started his article comparing the Fire against iPad , just does not deserve my attention.

The Fire is not a 10", has a difference price range and is focused to a different market. Period, end of story!

If there is any similar device which we should or can compare, it could be the new Nook Tablet.