Whether it's the Dell Streak, the first Galaxy Tab or BlackBerry PlayBook, there have been numerous attempts to dethrone the iPad.
All of these contenders have failed to make a major dent in Apple's market-share though – for a number of reasons.
One big factor is the price.
An entry-level iPad 2 might not be all that cheap at R4399, but it's still cheaper than most other offerings out there. Look at the BlackBerry PlayBook for instance, selling for upwards of R5000 at various retailers.
Another example is HP's TouchPad, which sold virtually no units when priced at $599 (Over R4000, give or take). Just seven weeks later, HP decided to drop the cost to just $99 as part of a clearance sale, with the tablets subsequently selling by the truckload.
The Apple ecosystem is another factor, with users able to download hundreds of thousands of applications, games, movies, TV episodes, podcasts and more. Android's app market might be comparable, but there's nothing close in terms of multimedia content.
However, Amazon set tongues wagging when rumours of a tablet made the rounds. Now, with media invitations being sent out, the buzz has picked up a notch.
Before dismissing the tablet as just another pretender however, there are plenty of reasons why Amazon's gadget could munch some of Apple's market-share.
Again, it comes down to the price, with Amazon's tablet (rumoured to be called the Kindle Fire) expected to cost about $250 (between R2000 and R3000). At that price-point, it translates into possibly being an "impulse" buy for many people, much like the Nintendo Wii.
Who's to say that a lower price-point wouldn't be announced either? The company could sell the device below-cost, while recouping their losses with the content people buy from their services. And boy, does Amazon have services.
Arguably the biggest weapon up Amazon's sleeve is the company's "ecosystem". With its mega-popular Kindle ebook platform, Cloud Player music service and streaming media, Amazon rivals Apple and Microsoft for sheer content alone.
Sure, users can get some of these services, such as the Kindle platform, on their smartphones and tablets already. However, by creating their own tablet, Amazon could deeply integrate their own services into the hardware.
For example, social networks could be integrated into the reading experience, allowing users to share their favourite books and post reviews seamlessly. The Amazon Cloud Player could also step in, giving users a web-connected music player complete with offline playback – the possibilities are endless.
The iPad might be the king right now, but Amazon seems to have all the tools to steal some market-share. And with Microsoft also moving into the tablet arena in a big way, it's clear that this war is still in its infancy.