The emailed invitation to reporters provides reporters with a a time, a date and a location and the simple phrase: "Please join us for an Amazon.com press conference." Amazon.com wouldn't comment on the nature of the event, but given the timing, it seems likely to be the unveiling of an Amazon's Android tablet news, or possibly a new 7-in. and 10-in. Kindle e-reader, analysts and bloggers theorized.

"Amazon has to get on the ball with the tablet launch before Apple comes along and steals all its thunder," said Jack Gold, an analyst at J. Gold Associates in an email on Friday.

to unveil its smartphone on Oct. 4.

"While I am not sure if Amazon's invitation is the big tablet announcement, I would hope so as it would put some separation between its launch and the announcement coming very soon from Apple," Gold said.

"Once the new iPhone is launched, the press will not talk about anything else for days or weeks," he added.