Online retail behemoth Amazon.com is scheduled to hold a press conference on Sept. 6 in Los Angeles, and online speculation claims the event will be an unveiling of the long anticipated Kindle Fire 2.

In addition to the latest Kindle, Amazon is also likely to reveal its first smartphone at the press conference scheduled for one week from today, Christian Post reported.

It's been about one year since the release of the first Kindle Fire, and Amazon's device has fared well against sales competition from Apple's iPad and the Barnes & Noble Nook.

Most of the details on the Kindle Fire 2 are purely speculation until the retailer actually makes an announcement on Sept. 6, but that hasn't stopped online fans of the reader to rabidly discuss the potential specs.

Some rumors put the Kindle Fire 2's price tag at $199. That's the same price as the current model, meaning the cost of the original Kindle Fire would likely be lowered, possibly to $149.

Technology websites are also speculating on the size of the Kindle Fire 2's screen. The device will keep its touch screen, and various reports peg the e-reader's screen size at significantly varying measurements, from 8.9 inches to as big as 10.1 inches.

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Kindle Fire, Amazon kindle fire, Kindle fire 2