The outfit wants to bring out at least five tablet SKUs and the plans have been outed by Demos Parneros, president of US Retail for Staples, which sells the Fire, and who is probably off Amazon's Christmas card list now.
He said that the tablets will be different sizes, including a 10-inch model.
It seems that Amazon has worked out that making its own tablets is helping it sell more digital goods. These are fast replacing CDs and DVDs which are dying out.
According to Reuters, Amazon launched its seven-inch Fire in September, and after a year of seeing how its punters use it, Amazon can see that they are buying stuff. This is making them feel a little more confident about making their own gear.
Amazon Chief Financial Officer Tom Szkutak confirmed that the Fire was spurring purchases of "a lot" of digital content.