One of the ladies at work got hers when she ran home for something else and brought it back to oohs and aahs (at least three people there have ordered it, including her, so we had a brief Fire petting zoo).
First impressions: Very slick, very easy to use, very good for a person whose needs are consuming content who don't need the versatility of a full tablet and want to keep a simple interface going. I showed her how to use the Amazon app store, how to browse the web. We downloaded one of her Kindle books to the device and looked at it. She figured out how to view a magazine. Like I said, it was a very quick view. It is also made with a scratch-resistant 'gorilla' glass that makes it seem very solid without being clunky.
I think Amazon has a winner.
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