Many technology companies can be difficult to resist the temptation of the tablet computer, they are like moths to move into the tablet computer market. As the inventors of the tablet computer, Apple, it launched the ipad 15months, which has attracted 29 million fanatical users. Today, the greatest chance of ultimate challenger is going on stage- it is the Amazon. Analysts expected that the internet retailer will launch its tablet computer, which is a high-performance and color version of Kindle e-reader. As the price is lower than the iPad, it is expected to reach the sales of millions of units in the Christmas shopping season. Apple is not the only one that is likely to be affected by Amazon. The price of Amazon may be as the same as the largest U.S. bookstore chain Barnes & Noble's color version of electronic reader, and will provide the same features. The once all-powerful retailers will hope to consign with it to digital business, otherwise it will be abandoned by the market like its competitor Borders. According to the U.S. market research firm IDC estimated that the Amazon e-reader hold market share 52%, Barnes & Noble's hold market share21%, but both battles are presented in an unexpected way . U.S. consulting firm Giant Steps Media Technology Strategies analyst Bill Rosenblatt (Bill Rosenblatt) said: The lock status is a key to technology companies, but it is very difficult to sustain. Amazon has been dominant in the e-book market, but it is difficult to find a niche market in the tablet computer market and promote the development of all content services. ". Besides, its performance is better than ipad , we all know that the compatibility of ipad is poor, such as If we download some videos on the internet, we can play them on ipad directly, we must use a dvd to ipad mac converter. It is worth noting that the ipad can not rip the dvd on ipad, If you want to do this, you has to use a mac dvd to ipad ripper.However, Amazon can support many common video formats. Rosenblatt predicted that I do not think it will be as difficult as HP TouchPad, but it may also only get a moderate success. Amazon's wireless products and services director Sam Hall during the interview said that Amazon will enter the field of mobile devices, which will be the liberation of the users. Shopping restrictions will be completely broken. "We are trying to eliminate the obstacles 'I want' and 'I have'” The screen size may be a major factor to restrict the development of the Amazon tablet computer. Apple CEO Steve Jobs said last year that apple will never produce 7-inch tablet computer. “Because we feel that the screen is too small, unable to fully demonstrate the software advantage." he said. Apple also has a design advantage that never to surpass. The reason why people are willing to buy Apple products is that the shape is nice. As the first generation Kindle has been criticized as a large calculator, I am afraid Amazon still has a lot of work to do. Barclays analyst was also skeptical about the prospects of Kindle. He expected the sales of the product this year is about 200 million units. Kindle's advantage is that it is the first electronic reader. However, Amazon is just a follower in the tablet computer market.