Apple's latest iPad Air may be getting the spotlight, but Amazon's Kindle Fire HDX apparently came on top in a display shootout.

The new iPad Air is the thinnest and lightest of all iPads so far, and it also boasts Apple's much-touted Retina display. The folks over at DisplayMate, however, have found the Kindle Fire HDX 8.9 to sport a better display than Apple's latest offering. DisplayMate has tested the Kindle Fire HDX 8.9 against the iPad Air and Google's Nexus 10.

"Most impressive of all is the Kindle Fire HDX 8.9, which has leapfrogged into the best performing Tablet display that we ever tested, significantly outperforming the iPad Air in Brightness, Screen Reflectance, and high ambient light contrast, plus a first place finish in the very challenging category of Absolute Color Accuracy," DisplayMate revealed in its results posted on Monday, Nov. 4.

Moreover, the 8.9-inch Kindle Fire HDX also came on top in terms of power efficiency when compared to the new iPad Air and the Google Nexus 10. DisplayMate does reckon, however, that both the Kindle Fire HDX 8.9 and the iPad Air have great displays with very accurate color, excellent image contrast and picture quality.

"They are most likely better and more accurate than any display you own (unless it's a calibrated professional display)," added DisplayMate.

The display testing firm has also detailed the display technologies Apple and Amazon used for their respective tablets. The Kindle Fire HDX uses a Low Temperature Poly Silicon (LTPS) LCD, which is generally found in LCD-based smartphones.

With the new iPad Air, Apple has shifted to indium gallium zinc oxide (IGZO) semiconductor materials, instead of the amorphous silicon (a-Si) it used in previous-generation iPads.

According to DisplayMate, IGZO LCDs are "significantly better than the a-Si amorphous Silicon LCDs being used in most current displays."

The Nexus 10, meanwhile, was last in line, mainly due to the fact that its display technology is relatively old and the tablet itself is aging.

"The 2012 Google Nexus 10...is at the end of its annual product cycle," noted DisplayMate. "Presumably the soon-to-be-introduced 2013 Nexus 10 will take care of that."

Samsung has yet to make an official announcement regarding its new-generation Nexus 10, but the tablet is expected to make its debut shortly. Just like the new Nexus 7 (2013), the upcoming Nexus 10 is expected to boast considerable improvements on all fronts compared to its predecessor. Until then, however, the Amazon Kindle Fire HDX seems to be No. 1 in terms of display.