Amazon's Kindle Fire is a good product and has sold well compared to Apple's iPad, but Apple is the only one of the two making any money on tablets.
Although Amazon's Prime movie streaming service has proven a worthwhile alternative (I won't say threat) to Netflix (NFLX), it is the latter that is steadily gaining momentum in the U.S. and in international markets.
In April, while citing anonymous sources, The Wall Street Journal reported that Amazon would begin selling a phone in September. This is the same expected timeframe for the release of Apple's iPhone 6.
Both companies have heightened their rivalry in recent years, which began with Amazon's launch of the Kindle Fire. But the so-called "digital gateway," offering consumers music, books, movies and apps is the new battleground. And Bezos apparently doesn't want Amazon to rely on any other hardware but its own.
How much will the phones cost? Will they be sold at a loss like the Kindle Fire? Will Bezos restrict sales of its phones to its Web site or will they be made available elsewhere?
All told, there are more questions with an Amazon phone than there are answers. Investors betting on the stock, which is still expensive, should hope that Bezos can answer these questions when he's called.
At the time of publication, the author was long AAPL.
This article represents the opinion of a contributor and not necessarily that of TheStreet or its editorial staff.