Since the release of the original iPad, Apple has dominated the tablet market. With Apple’s characteristically sleek styling, attention to user experience, and marketing savvy, it’s no surprise that the field has been the iPad versus everyone else. Until now.

Though it’s been the undisputed king of tablets, the iPad is not perfect, and it inherits some baggage from the increasingly overburdened iTunes application and Store. Starting from scratch and a fresh perspective with the Fire, Amazon gets right the very few things Apple gets wrong when it comes to an intuitive media-consuming tablet. Amazon even one-upped Apple’s minimalist resistance to physical buttons. You think one Home button on the face of the device is spartan? How about no buttons! The power button (out of the way, on the bottom edge) is the only physical button to be found anywhere on the device. The Fire doesn’t even have a volume rocker, mute switch, or anything (all of these functions are handled on screen).