Early analyst reaction to Amazon’s just-unveiled Kindle Fire tablet is underwhelming. The price is the key feature and as for pressuring Apple, the device may boomerang, coming back to haunt already stressed-out Android tablets.

Three publishers will likely take part in Amazon’s expected tablet launch Wednesday. Although the titles are tailored for the smaller 7-inch screen, publishers reportedly are drawn to Amazon’s marketing muscle and the potential for an Android-based iPad alternative.