[ctdonath]

This - so long as Amazon understands this.

Amazon has to remember they're in the product sales business, and their hardware exists ONLY to facilitate sales where some customers otherwise have trouble figuring out how to get it. Kindle is great for people who don't have another ebook reader; make sure every platform imaginable has Kindle software available. Fire is great for people who aren't buying into any other tablet ecosystem; make sure good content consumption apps are available on all other tablets. Fire Phone should be a decent phone for those wanting a phone and otherwise uncommitted to other makers; make sure all other phones consume Amazon content easily. Fire TV should be a fine media player; get Amazon Video onto AppleTV and Roku ASAP. Amazon should view their own hardware as nothing more than gap filler where customers haven't committed to other options which should be pursued by Amazon with equal vigor.

For Amazon, exclusive hardware is dangerous. It should complement the competition, not compete where others are superior.