Amazon's New Kindle Fire and Kindle Paperwhite Shown in Ads Before Launch

Image credit: Mark Mezrich

Amazon is scheduled to hold a press conference Thursday morning in Santa Monica, Calif., where it is expected to release its new Kindles. But it looks like the company let the cat out of the bag Wednesday evening with some TV ads showing the new products.

Airing during the NFL Kickoff, the ad showed two devices that appear to be the new Kindle Fire, Amazon's 7-inch tablet, and a new Kindle e-reader. The new Fire appeared to have a larger bezel, or frame, around the screen, as well as a webcam. The previous version of the Fire, which Amazon said it sold out of last week, lacked a camera.

The new Kindle e-reader appeared to be thinner and have a whiter display. According to The Verge, the new Kindle will have a Paperwhite display, which may be a lot like Barnes & Noble's Nook with Glowlight.

There are some images of the devices in the ads on Twitter.

"New #Amazon Kindle Touch on NFL broadcast?" @dmresearch tweeted with this photo. This photo was tweeted by @mark_mez: http://pic.twitter.com/oBj53fv7.

"New # Amazon Kindle Fire on NFL broadcast? http://pic.twitter.com/oBj53fv7," @dmresearch also tweeted.

Amazon likely scheduled the ads by mistake but, either way, it's a good teaser of what's to come Thursday.

ABC News will be at the event Thursday morning. Stay tuned for live coverage starting at 10:30 a.m. PT / 1:30 p.m. ET.

Update: The Verge has posted the full ad on its site.

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