Pacific Crest analyst Chad Bartley believes Amazon's popular eBook readers are in danger. He says that the demand for Amazon's eBook reader and Kindle Fire tablet is increasingly falling down and Amazon Kindle family is in deep trouble.

Amazon's Kindle lineup has been the first choice of most of people when going for an eBook reader. Kindle Fire, being the best product from the digital seller, was high on sales last year. The new Amazon Kindle device redefined the tablet market in the last quarter of 2011. After hitting the market, it took no time for Kindle Fire to become the hottest tablet in Q4 2011. But according to this report, only a few people are interested in buying Kindle Fire now.

Pacific Crest's analyst slashed his e-reader estimate for Amazon in 2012 from 24 million to just 12.3 million. For Kindle Fire, orders are down by 11% from February. For Q2 2012, figures are even down by the previous quarter. 4.5% of respondents want to buy Kindle Fire as compared to 4.9% stats in first quarter of 2012.

"Based on our latest supply checks, we estimate that Q1 Kindle e-reader component orders have fallen more than 75% from initial expectations in early January," said Bartley.

For the rest of the year, he quoted that "visibility is extremely low."

"Orders could increase later this year around new devices, but our supply checks suggest 2012 volumes could be 50% lower than initially expected," he added.

Previously Bartley predicted $64.4 billion in revenue to Amazon and $1.45 profit per each share. Now the analyst has change his projection to $62.6 billion revenue and $1.21 profit per share.

(reported by Johnny Wills, edited by Dave Clark)