Amazon.com is expected to release its latest Kindle Fire device Thursday.
The current version has been sold out on the company's site, except from private sellers.
Amazon has been trying to chip away at Apple's hold on the tablet market by selling the Fire a lot less than the iPad.
There's speculation that Apple could come out with an iPad Mini next month that will be priced similar to the Fire.
Amazon has been ramping up its e-book and streaming content for its Kindle devices, possibly in preparation for a fight against the rumored Mini.