New version of the popular Kindle aims for the top of the tablet market.
The tablet computer wars will likely heat up later today.
Amazon has a product announcement scheduled, and it's widely expected to be their
version of a tablet computer.
So far, Apple's iPad has faced a bevy of competitors, yet still holds about 75 percent of the tablet market.
Amazon's entry into the arena could change the game.
"They're the only ones out there right now that have a friendly, comforting brand identity like Apple," says CNET.com's Scott Stein.
Amazon has sold about 17 million of its Kindle e-readers.
It's expected to try to capitalize on that popularity by introducing an Android-based Kindle tablet that adds watching and listening into the mix.
"Amazon has the advantage of a tremendous amount of cloud services that can compete with what Apple
brings to the table---their music, their video, their books and even an app store as well," Stein notes.
Amazon's tablet may not have the graphics and gaming capabilities of an iPad, but it's also expected to be priced much lower, around $249 dollars.
With a rumored name of "Fire", Amazon's tablet faces the same challenge as iPad's other competitors: