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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?

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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.

The Kindle Fire may be shaping up to be the first real device to challenge the iPad’s share of the tablet market but it’s not going to go unchallenged: book retailing giant Barnes & Noble have just announced the next generation of their own Android-based reading tablet, and unlike the Kindle Fire, its specs match and even exceed the iPad 2’s for half the price.

Remember HP’s fiasco with the Slate, then the TouchPad? You’d think the company would run from the tablet market like a Silicon Valley investor with his hair on fire — but you’d be wrong.