Opening up the Amazon Fire HD 10 will tell you everything you need to know about it. It doesn’t come in an immaculate white box, like an iPad or fancy Galaxy tablet, and there is no lid that makes that pleasant suction sound as you gently lift it, revealing a glass and metal slab so pristine it could part the heavens. Nope—my Fire HD 10 came in a cardboard pouch. Like a FedEx box, you simply tear a tab off and yank out your brand-new Fire. But hey, that’s OK.

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