Browser

Amazon first introduced its Silk browser with the original Fire, touting faster download speeds thanks to a bunch of backend, server-side processing. I didn't see much of a kick in my original review, but I must say the browser on the Fire HD definitely feels like it's getting a boost somewhere along the way.

Pages did tend to load faster than I expected, and in side-by-side comparisons with the Nexus 7, though the Nexus beat out the Fire a few times too — so... they're even? Regardless, the performance was quite good, though I did see some odd behavior in pages, like TypeKit fonts rendering sometimes, but not others. Amazon also makes some interesting choices, like including Bing as the default search engine (don't worry, you can change it), and offering "trending" pages to you from your homescreen and in-browser bookmark view. Just like some of the ads on the device, it feels like Amazon is trying to push you somewhere you might not be interested in going.

Email, calendar, and contacts

The company has upgraded its home-grown email client, and now includes a calendar and contacts app as well. All three are serviceable at best, but none are anywhere close to competitive or best in class. In particular, the email app doesn't even support threaded messages, and has no support for Gmail's labeling — though it will star items. After using the Fire HD for a day, I was longing for the full-featured, cohesive experiences of the Nexus 7 or iPad.

Advertising

Much has been made — and much has yet to be said — about the inclusion of advertisements throughout the Fire's operating system. Though you can opt out of these ads for a mere $15, it's likely many people will not choose to pay the extra cash, or not even be aware that the option exists.

With the ads displaying, the Fire HD can at times feel like the most blatantly pushy, consumer-focused, retail-oriented device ever made. There is no shame in what Amazon is doing — nearly everywhere that content lives on the device, the company is trying to push you towards more content. Even in places that might be considered sacred, like your homescreen (a view you see most often), there are breadcrumbs to get back to the store for more buying. And that's to say nothing of the full-screen lock screen ads, and subtle, sneaky text ads that populate the corner of the device.

On the one hand, it's kind of great. Hey, you like content? Here's some more content you might like! On the other hand, it's a little weird, and a tiny bit scary. You want to feel ownership of your devices, and you want to feel empowered by your devices — but the constant and consistent advertising here can sometimes make the Fire HD feel more like a catalog than a tablet. Maybe that's fine for some users, but I thought it was off-putting, and frankly a distraction from an otherwise fine product.

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