Amazon announced the third generation Kindle Fire this week, with two new HDX models in 7-inch and 8.9-inch sizes. The Kindle Fire HDX models come packed with brand-new, high-resolution screens (339 pi), running an updated Snapdragon 800 quad-core processor at 2.2GHz, and Fire OS 3.0, aka “Mojito,” Amazon’s latest operating system. Amazon CEO Jeff Bezos was quick to remind that the Kindle Fire HDX’s comes equipped with exclusive features like the Mayday button, X-Ray for Music, Second Screen, and Prime Instant Video downloads.

But how exactly does it compare against other tablets? Lets take a look at the top four features pitting the Amazon Kindle Fire HDX vs. Surface Pro 2 vs. Apple iPad with Retina Display (fourth generation) vs. Galaxy Note 10.1.

Top 4 Features Compared: Kindle HDX 7 vs. iPad + Others

Display:

Kindle Fire HDX: 8.9″ display with 2560×1600 resolution and the best pixel density at 339 ppi, 100 percent sRGB for perfect color display

Surface Pro 2: 10.6″ ClearType Full HD display, 1920 x 1080p, 16:9 (widescreen), 10-point multitouch

Apple iPad with Retina Display (fourth generation): 9.7‑inch (diagonal) LED-backlit Multi‑Touch display with IPS technology, 2048 x1536 resolution at 264 pixels per inch (ppi), Fingerprint-resistant oleophobic coating

Galaxy Note 10.1(2014):10.1-inch WQXGA (2560 X 1600) Super clear LCD

Operating System:

Kindle Fire HDX: Fire OS 3.0 “Mojito” on top of Android

Surface Pro 2: Windows 8.1

Apple iPad with Retina Display (fourth generation): iOS 6 upgradable to iOS 7

Galaxy Note 10.1(2014):Android 4.3 Jelly Bean, Magazine Style UX

Camera:

Kindle Fire HDX: 720p HD front-facing camera + 8MP rear-facing camera

Surface Pro 2: Rear and front 720p cameras

Apple iPad with Retina Display (fourth generation): 1.2MP FaceTime, 5MP iSight

Galaxy Note 10.1(2014):8MP rear camera with BSI sensor, Auto Focus Camera with LED Flash, Zero Shutter lag, plus a 2MP front camera with BSI sensor

Price and availability:

Kindle Fire HDX: Starts at $379, available in November 7, 2013

Surface Pro 2: Starts at $899, Available in retail stores on October 22, 2013

Apple iPad with Retina Display (fourth generation): Starts at $499, Available in Apple Stores, online, on Carriers networks and some partner retail stores.

Galaxy Note 10.1(2014):Available in October on AT&T, Sprint, T-Mobile, Verizon and US Cellular, no price yet.

And the verdict is…

Amazon seems to be sticking with what works for consumers. Cheaper prices and do “enough to keep me satisfied” is by no means a bad business model. The more tablets they put in consumers hands, the more opportunities they have to sell all of their other products, services and features: Mayday button, X-Ray for Music, Second Screen, and Prime Instant Video downloads and don’t forget, Amazon.com itself. Amazon made significant upgrades from the previous Kindle Fire in the battery, display and processor areas, but kept its price in the “sweet spot” for consumers.

Apple’s iPad with retina display (fourth generation) is still the tablet that I would purchase. The Galaxy Note 10.1 has a great display, and a case can be made that nothing beats Samsung’s Jedi-like features like air gestures and the added functions delivered by the S Pen. The verdict is that you cannot really go wrong with any of the tablets, personal preference and usability preference become the overriding factors.