Amazon's expected to announce a new Kindle and Kindle Fire later today, after teasing them in a TV ad last night.
An ad during the the NFL season kickoff game between the Dallas Cowboys and New York Giants on NBC last night devoted a full minute of primetime to a pair of devices that are surely the much-rumored new Kindles.
And the timing seems right, with an event scheduled for this afternoon and the Kindle Fire out of stock.
"Kindle Fire is sold out, but we have an exciting roadmap ahead. We will continue to offer our customers the best hardware, the best prices, the best customer service, the best cross-platform interoperability and the best content ecosystem," said Amazon CEO Jeff Bezos last week.
The first of the new tablets appears to be an updated version of the Kindle Touch, thinner than its predecessor and with a black finish and paperwhite display.
The other looks like a 10-inch version of the Kindle Fire, with the addition of a camera. There was no hint of the smartphone the company's also rumored to be working on.
Amazon already claims 22 percent of tablet sales in the US, but is likely to face stiff competition from Microsoft's Surface, due to hit the shelves next month, as well as from ther rumored iPad Mini - if it exists.
Check out the ad for yourself on YouTube, here.