Between now and Mother's Day, anyone punching in FIRE4MOM as an (NASDAQ:AMZN) checkout code will get $20 off any Kindle Fire HD. The move effectively shaves the price of the leading online retailer's high-def tablet to as little as $179.

Yes, Amazon had a bigger sale during November's Black Friday and Cyber Monday sales, but this temporary price break comes at a time when Amazon is holding up well outside of Apple's (NASDAQ:AAPL) market-leading iPad. 

Industry tracker IDC reports that 1.8 million Kindle Fire tablets were shipped during the first quarter of this year, matching the number of shipments of all of tablets put out by all manufacturers backing Microsoft's (NASDAQ:MSFT) Windows.

In this video, longtime Fool contributor Rick Munarriz explores the significance of Amazon promoting its tablet line on its home page this week.