As smartphone user who has tried and failed at putting screen protectors on without bubbles, I was really hoping the bubble free claim on this product was going to stand true, and I'm thrilled that it does! Not one bubble - what a great design! While I would love to have paid less for this, it is well worth the money! It was easy to put on my Kindle Fire, but it wasnt perfectly lined up, so I pulled it off and reattached it... a couple of times... having nothing to do with a product problem, just a user problem! :-) Even after applying and removing multiple times, it still went on perfectly when I did finally get it lined up and there is not one single bubble, crease, etc. This is one amazing screen protector. And I love the matte finish.