I like the Fire HD 10 a lot. The screen quality is very good, and you don't get big compromises with performance as you do with the Fire 7 and to a lesser extent the Fire HD 8. However, there are shortcomings that Amazon needs to rectify in future hardware updates if it wants to keep up with budget tablets offered by Huawei and Lenovo (some battery issues and the special offers problem stated below can be resolved with software updates). First, is the problem of battery drainage in standby mode. The battery discharges alarmingly in standby - I would estimate the Fire HD 10 loses 10% battery every eight hours. To remedy this problem, I permanently disabled Alexa and turned-off WiFi when not using the tablet.
Second, are the animated special offers advertisements. Many of these advertisements slow down the tablet when turned on and some freeze the tablet; to get the tablet working again you often need to force a restart. The problem of animated special offers is a bigger problem with the slower Fire 7 and Fire HD 8. Most of the animated advertisements are for games.
The biggest problem is battery life in general. Amazon overestimates the Fire HD 10's battery life to be "up to 10 hours". With more lighter tasks like reading, don't expect more than eight hours of mixed usage. On average battery life is 6 - 7 hours and that is not good enough. To improve battery life, it is a good idea to disable Alexa. I also noticed, sometimes, the top back of the Fire HD 10 can get very warm. The extra warmth means something is taxing the processor and draining the battery.
There are other minor quibbles too. Of course, this personal preference, but I think the iPad's 4:3 aspect ratio is easier to hold and is better at displaying content. Amazon is more focused on Prime video content, so you get the 16:9 aspect ratio. The negative of the16:9 aspect ratio is accentuated with big bezels that make the device cumbersome to hold. Huawei and Lenovo both use the same aspect ratio, but their tablets are designed with less footprint.