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The Kindle Fire tablet and e-books will play a larger role in Amazon’s overall revenue, reaching 14 percent of the Internet retail giant’s 2013 income, an analyst said Monday. But Apple still doesn’t have much to worry about.

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Amazon is reportedly increasing its orders for its Kindle Fire tablet to 5 million units following continued “strong” early demand for the 7-inch device. But could greater demand for the iPad rival actually backfire on the e-bookseller?

Although the iPhone 4S might be dismissed as nothing but a spec bump phone, it does have one distinctive advantage over every other smartphone out there: Siri. Anyone who wants to compete with the iPhone 4S (and, presumably, the future iPad 3) will have to come up with their own answer to Siri, or be lost.

Well, what do you know. The hunt by Apple’s competition to find small voice recognition startups and absorb them has already begun with the revelation that Amazon has already picked up a company in the hopes of launching their own would-be Siri-like speech recognition service.

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After briefly being seen as an ally of Apple’s goal towards crushing Android, Amazon’s Kindle Fire tablet is back to threatening iPad sales. A Wall Street analyst now says 26 percent of people considering buying the Fire are putting on hold purchasing the Cupertino, Calif. tech giant’s tablet. What’s more, consumers are more likely to buy the Amazon tablet than the iPad.

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After making headlines in 2010 by yanking its recommendation of the iPhone 4, the advocacy group Consumer Reports is now picking Android smartphones as a better buy than the iconic Apple handset. A review pointing to larger screens and faster 4G networks seems to run counter to record-breaking sales of the iPhone 4S.