Fair point.

Amazon.com’s Kindle Fire was the first credible threat to the iPad’s dominance. In the fourth quarter, IDC estimated that Amazon sold 4.8 million Fires, gobbling up 17% of the worldwide tablet market to Apple’s 55% share. But sales collapsed in the first quarter says IDC, to somewhere in the neighborhood of 700,000. The Fire’s share? Just over 4% compared to 68% for the iPad.
But having said that, a lot of the Amazon services like Prime don't work much outside the US yet.