Amazon is offering its newest Fire HD 10 Tablet for $154.99, a discount that undercuts even the cheapest Apple iPad by more than half. The tablet has proven popular, with Amazon reporting over 10,000 units sold in the past few weeks and around 80% of buyers leaving a five-star review, reflecting demand for budget-friendly alternatives to pricier rivals such as the iPad and Samsung Galaxy Tab.

The device features a 10.1-inch full HD display that Amazon says is roughly 20% brighter than the Samsung Galaxy Tab A8, alongside up to 13 hours of battery life, three hours more than the iPad offers. It comes with 32GB of storage, 4GB of RAM, an octa-core processor said to be 25% faster than the previous generation, and 5MP front and rear cameras capable of 1080p video. Amazon also highlights its durability, claiming it is nearly three times more resistant to drops than the Galaxy Tab A8 in tumble testing, with a scratch-resistant glass screen and compatibility with an optional stylus pen for note-taking or sketching. Buyers can also save an extra 20% by trading in an old device.