Originally posted on paidContent (old):

Amazon is reportedly set to unveil a new version of its Kindle Fire tablet by August. A hurry-up launch could spike interest in its flagging Fire product but would also come at a time when a growing number of discount tablets are crowding the market.

The latest report of the rumored Kindle Fire 2 comes via Wired who spotted a Chinese news report that suggests Amazon (s amzn) is rushing it into production. The new device is expected to improve upon the existing model which has been criticized as sluggish and inelegant.

From a strategic perspective, the tablet landscape has already shifted considerably from last fall when Amazon caused a stir by unveiling the Kindle Fire as a $199 challenger to Apple’s still-dominant iPad (s aapl). Now, the lower-end tablet market is up for grabs not just from devices like the Galaxy Tab, the Nook Tablet (s bks) and Google’s Nexus…

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