[citation][nom]lamorpa[/nom]People don't actually read...[/citation]
LOL
I'm going to copy what others here say; nobody uses the fire as a reader, they use it as a cheap tablet. My wife has a kindle and my co-worker has a fire, and there is simply no comparing the 2 products. My wife recharges her kindle every month or 2 (unless she forgets to turn off the wifi lol), while my coworker recharges every single day, and sometimes twice a day if she uses it a lot. the Kindle is very easy to read, while the fire is a piece of junk for text clarity (I think my crappy phone is clearer on text!). 2 very different products, for 2 very different markets.
I think the biggest thing to note here is how few people buy these devices for themselves. Most of them are bought as gifts, and so I think a great many people who would have ordered a regular kindle for themselves are getting the fire because the person buying it does not know what they are getting and simply thinks that color is better.