The advert focuses on the strengths of Amazon's tablet while pointing out the shortcomings of Apple's device.
It highlights the superior resolution of the Kindle Fire HD's display, its dual stereo speakers and its significantly lower price - $199 compared to the iPad Mini's $329.
The comparison is preceded by a large quote from gadget blog Gizmodo.
It reads: "…your [Apple's] 7.9-inch tablet has far fewer pixels than the competing 7-inch tablets! You’re cramming a worse screen in there, charging more, and accusing others of compromise? Ballsy.”
Clicking on the iPad mini description also takes the visitor to the Kindle Fire HD product page rather than to Apple's product.
Last week, in a subtler piece of marketing, Amazon told tech blog AllThingsD that the Kindle Fire HD enjoyed a record day of sales the day after the iPad Mini's launch.
Ben Bryant, Telegraph.co.uk