Bah!
Except the press, from several weeks before the US release up to and including this article, have been calling the device in so many words a competitor to the iPad and it isn't.
Even a non-savvy buyer can see the obvious difference in size and knows enough to ask "can it do what an iPad can do?" to which the commission-conscious salesdrone will say "No", this time at least with the comfort of telling the exact and whole truth.
Smaller, no camera, no microphone, and those are just the things I can list without switching on another braincell.
Informed customers might think to ask if it is running full-blown android and will then learn that it isn't exactly a replacement for a tablet either, at least, not unless you go in and stamp all over Kindle's OS with your size 12s. Many of the Android apps for sale on Amazon won't run properly or at all on the Fire's OS.
I seriously doubt from conversations I've had with dozens of iPad owners - not all of them IT savvy - that any of them would have given a second thought to buying a Fire instead of their iPad, even those who use it only for the things you've listed. The Fire isn't an iPad, you see.
More telling: were this article to be about the Nook we wouldn't be having this discussion because the Nook was never trumpeted in the press as an iPad killer even though to all intents and purposes it is the same animal as the Kindle Fire.
Tellingest: Amazon have never made this overblown claim themselves. If there were any substance to the claim, don't you think the worlds fastest-growing license to print money would have somehow worked in a way of saying so on their Kindle page?
I say all this from the viewpoint of someone who owns and uses a Kindle Fire and has never used or owned an iPad. The Fire is a bookreader that can do other things when pressed. The iPad is, well, I'm not sure to be honest and those who own them don't have a consensus on the subject, but it allows you to read books as one of the nifty things it does, not as the primary design concept.