Thursday is Amazon's turn in a busy week for the tech industry. The company is holding an event on Thursday, Sept. 6, in Santa Monica, California, where it is expected to unveil its new Kindle e-reader and Kindle Fire 2 tablet. An ad aired last night during the NFL season kickoff game between the Dallas Cowboys and New York Giants, which dedicated a full minute of prime time to a pair of new devices that are most likely the highly-anticipated Kindles.

Amazon just announced last week that it was all out of Kindle Fires, suggesting that the popular tablet is now making room for its successor.

"Kindle Fire is sold out, but we have an exciting roadmap ahead," Amazon CEO Jeff Bezos said at the time. "We will continue to offer our customers the best hardware, the best prices, the best customer service, the best cross-platform interoperability and the best content ecosystem."

Amazon's popular Kindle Fire became one of the world's top-selling tablets last year, sporting an attractive price tag and a custom version of Android, revamped to focus on media consumption. The next-generation Kindle Fire is rumored to pack a faster processor and an updated design, as well as some other attractive features to better compete against Google's Nexus 7 tablet.

Google released the Asus-made Nexus 7 in June for $199, and it quickly became the hottest Android tablet on the market. Apple is also rumored to be planning a smaller and cheaper iPad Mini, expected sometime in October, which would further heat up competition. Meanwhile, other companies such as Sony said they do not plan to engage in this race at the low end of the tablet market.

Anticipation is high ahead of the big event, and Amazon is expected to unveil exciting new Kindles with attractive price tags. The tablet market is far more crowded today than it was when the original Fire made its debut, and Amazon needs more if it wants to stay competitive. The event starts at 10:30 a.m. PT/ 1:30 ET on Thursday, Sept. 6.