Amazon.com previews new Kindle Fire, new Kindles in TV ad

Amazon.com's own TV ad has outed its new Kindle Fire tablet, as well as a touch-screen device with a backlit E-Ink display that resembles the earlier leaked "Kindle Paperwhite." The ad (embedded) wasn't a mistake; Amazon.com intended to tease things ahead of its press event today; it was shown during the opening game of the NFL season, between the Super Bowl Champion New York Giants and the Dallas Cowboys, something that would get high ratings.

[For those wondering, the Cowboys won, 24-17.]

The rumors about the new Kindle Fire have been rampant, of late, though of course not as prevalent as those about the iPhone 5. It's been said that Amazon.com will release a 7-inch model, similar to the original Kindle Fire, but with upgraded hardware to match or beat the Google Nexus 7, along with a larger 10-inch model.

More recently, though, it's been speculated that Amazon.com might release two 7-inch models, one of them basic like the current model, and one of them upscale with higher-end hardware, including a faster processor, more internal storage, a camera, and even HDMI output.

Amazon.com's press conference begins today at 10:30 a.m. PDT. It's expected that the company will refresh its Kindle line as well as unveil new Fires.