Amazon have targeted Apple's obsession with shiny screens in a new TV ad.

Two holidaymakers are shown relaxing in the sun by a pool, both reading, one on Apple's iPad, one on Amazon's Kindle.

The iPad reader asks how the Kindle reader is managing to read in the bright light. "It’s a Kindle," comes the reply. "$139. I actually paid more for these sunglasses."

The Amazon ad - below and here - ends with the tagline: "The all new Kindle. Only $139."