Amazon is expected to unveil iPad rival today

NEW YORK -- Amazon is expected to unveil a tablet computer today, picking a fight with Apple and its iPad. The iPad has many challengers, but analysts said Amazon's could be different. It has a chance to be more than a wannabe, they said.

Amazon is nearly unique in its ability to sell content such as e-books, movies and music suited for a tablet, just like Apple does. In addition, the Kindle tablet could serve as a reminder to buy general merchandise from Amazon.

Amazon hasn't confirmed it's launching a tablet. It's holding an event this morning, with its CEO Jeff Bezos speaking.