Amazon gives a press conference on September 28, where the retailer is expected to debut a new touchscreen tablet with a color LCD screen that aims to compete with Apple's iPad, Apple Insider reported.

According to some rumors, the device will cost $250 and sport a 7-inch color touchscreen while running a customized build of the Google Android mobile operating system.

The new Kindle touchscreen tablet will focuses largely on reading content as opposed to Apple's plethora of more than 100,000 options on the iPad App Store.

Though the first tablet from Amazon is expected to be 7-inches, the company is reportedly also working on a 10-inch version that could arrive in early 2012. The iPad has a screen size of 9.7 inches.