Amazon has released a new advertisement that promotes its flagship product, Kindle and takes a shot at Apple as well as the iPad (indirectly). The new Kindle Ad is titled “The Book Lives On” and showcases the Kindle Store which boasts more than 80,000 titles.

During the commercial, a message that says “easy to read in sunlight” appears which is a direct shot at Apple’s iPad whose screen makes it difficult to read in direct sunlight. The title also could be related to Apple’s new rules and policies regarding in-app subscriptions and maybe wants to prove that Kindle won’t be affected.

Though Amazon CEO, Jeff Bezos states that the iPad is not a threat to Kindle as they both belong to different categories, the advertisements are pretty clear.