First the Kindle, and now a tablet.
Amazon on Friday invited media to a press conference to be held in New York next Wednesday, declining to provide further details.
But analysts were confident that the world's largest Internet retailer will introduce its long-awaited tablet computer this year to expand in mobile commerce and sell more digital goods and services.
"Wednesday is tablet day," BGC partners analyst Colin Gillis told members of the media.
The tablet has been awaited as a strong competitor to Apple Inc's iPad. Apple has sold about 29 million of the devices since its launch in April 2010.
In much the same way Amazon's Kindle e-reader was priced low to quickly get traction among readers the company is likely to keep the price of its tablet low to attract users and sell other content and services, one analyst said.
The tablet could pose a major threat to Apple because of the Kindle's popularity and the movie and music services Amazon sells. That is the apparent advantage Amazon will have over other companies whose tablets failed in 2011.