) --Speculation's mounting around the


(AMZN) - Get Report

event in Santa Monica, Calif. next month, and what it will entail. Whatever it is, it's going to be big.

According to a company spokesman, "an important announcement will be made by Jeff at the event." Jeff is, of course, Amazon CEO Jeff Bezos, and one can speculate that Amazon will be talking about its newest tablet offering, the Kindle Fire. Perhaps Amazon will also announce new versions of its Kindle e-reader as well.

There's plenty of excitement and buzz surrounding a new Kindle Fire, fuelled by the lack of information on the product. At this stage, there have not even been any hints on whether the device would be called the Kindle Fire or something else.

Amazon released the original Kindle Fire to much fanfare, with a price point of $199, as it tried to take on


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in the tablet space. Despite being Amazon's top selling item since its launch in November 2011, there have been complaints about the device's buggy software and browsing. The Kindle Fire certainly did nothing to slow the momentum of the iPad, which continues to have a stranglehold on the tablet market.

Apple held 68.2% of the tablet market at the end of the second quarter of 2012, according to research firm

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. Amazon held 5%, behind


, which owned 9.6% of the market.

Amazon has previously announced its Kindle products in New York, so some are wondering whether a change in venue could indicate an even bigger announcement. Perhaps a relationship with movie studios for Amazon Prime?

Speculation will continue to ramp up as the event draws near. One thing's for certain, though, whatever the announcement, it'll be "important."

Shares of Amazon were up in Friday trade, up 2.09% to $246.23.

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Written by Chris Ciaccia in New York

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