The China Times suggests Amazon is accelerating its Kindle Fire 2 into production as many consumers have found the original Fire sluggish and inelegant, paidcontent.org reported Friday.
Amazon introduced the Kindle Fire last fall as a $199 challenger to Apple's still-dominant iPad and it went on to dominate the Android tablet market. Since then, however, the lower-price tablet arena has seen the introduction of the Galaxy Tab, the Nook Tablet and Google's Nexus 7.
Apple is said to be considering its own entry, with rumors of a smaller iPad for later in the year.
Amazon has reportedly been preparing to offer an ad-supported version of the older device, which has been on the market only since November 2011, at a bargain basement price when the new Kindle Fire 2 debuts.