Zdnet said that those waiting for Amazon to bring their Kindle Fire to the UK before buying a tablet would be better off buying something else.
The Fire has been on sale in the US since November 2011, and saw strong sales.
But it seems that this only lasted for three months and Gartner analyst Carolina Milanesi said that demand has cooled.
If Amazon were to bring the Fire to the UK, it would have to create an infrastructure for it and then compete with the much better Nexus 7.
The Fire is starting to look decidedly old hat now and is being propped up in the US by the fact that it has a full entertainment service to go with it.
For some reason Amazon does not think that it can set up the entertainment package in the EU because Big Content will not negotiate licences as part of its “force the European’s to pirate content” plan.
This means that the Fire would be left trying to compete with the Nexus 7 on hardware specs and price alone.
Milanesi said that the arrival of the Nexus 7 and other 7-inch tablets effectively killed off any chance that Europeans would get the Fire.
The Fire’s hardware is rubbish in comparison with the Nexus 7 in terms of processor, camera, display resolution and specific OS features like near-field communication (NFC).
Google managed to get the licence agreements for content on its Google play store and has the best of both worlds.
Milanesi said that if she were to buy a Nexus 7 right now in the UK, she could hop onto the Google Play store and download a film or TV show to watch.
She said that she could not do that with a Fire and with the price difference it is simply not worth it.