By Keerthi Chandrashekar (staff@latinospost.com) | First Posted: Sep 06, 2012 10:30 AM EDT

Amazon is set to announce the anticipated next-gen lineup of its Kindle Fire and Kindle series today at a press conference in Santa Monica, Calif. 

The event begins at 12:45 p.m. EDT on Thursday, September 6.

To view a live stream of the event, click here.

While Amazon did not specifically state that the conference would will be about the Kindle Fire 2, there is good reason to believe that it will be. Amazon has been working on some tablets for a while, according to industry sources, and the timing would give them a decent start before Apple's iPad Mini hits the stores.

Some also believe the press conference will be heavy on content distribution because of Santa Monica's proximity to Hollywood and Los Angeles, and previous Amazon Kindle press conferences have been in New York.

If reports around the internet are true, then there should be plenty of Kindle Fire 2 models. Amazon should be offering a 7-inch and a 10-inch version, and even possibly ones with or without a camera or 4G.

Earlier this year, a Staples retail executive hinted that Amazon was working on as many as five tablets.

Amazon's original Kindle Fire helped introduce a smaller and more affordable tablet than the iPad to the market. After a successful run, other competitors such as Google, and eventually Apple, are entering the market as well. With more competition in the tablet sector than ever before, Amazon could be trying to gain an edge by offering customers the most variety and options. 

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