Amazon.com Inc (NASDAQ:AMZN) is having a press conference on September 6 near Los Angeles, said an invitation sent out on Thursday by the world's largest Internet retailer.
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Amazon did not reveal the nature of the coming announcement, but the event is being organized by the company's Kindle business, which includes its dominant e-book offering and devices such as e-readers and the Kindle Fire tablet computer.
"There's been a lot of rumors about another potential Kindle tablet," said Pete Finalle, a tablet analyst at Frost & Sullivan.
Amazon launched its first tablet, the seven-inch Kindle Fire, in September 2011, its first foray into a market that is still dominated by Apple Inc's iPad (NASDAQ:AAPL). Since then, Google Inc has launched a seven-inch tablet called Nexus 7, which has been selling well.
"The existing Kindle Fire is due for an update given Google's new tablet," Finalle said. "The hardware could use a refresh."
Apple is holding a major event on September 12, a source told Reuters recently, with the company expected to unveil its latest iPhone at that time.
There has been speculation for more than a year about a larger Amazon tablet that would compete directly with the iPad, with multiple blogs saying the device is code-named Hollywood.
"It might be beneficial for Amazon to have more than one tablet device in their repertoire," Finalle said. "Having a larger tablet that comes in at a lower price point than Apple's iPad would be particularly beneficial."
The Amazon event will be held at the Barker Hangar in Santa Monica, California, the invitation said.