Amazon investors are hoping its new Fire tablet will rekindle demand for the company's stock, which has already gained 27 per cent this year.
The world's biggest online retailer has 21 "buy" recommendations on Bloomberg and just one "sell". The stock has 13 "hold" recommendations.
The Fire is an additional means for the online retailer to sell its movies, music, applications and electronic books.
"Kindle Fire integrates all Amazon's advantages in software, logistics, content and cloud," wrote Alvin Kuo, an analyst at JihSun Securities Investment Consulting. "We believe the differentiation will make Amazon stand out in the tablet market."
The Fire, which is less than half the price of the iPad at US$199, poses the biggest threat to Apple's dominance in the tablet market.
"The reality is that Apple is going to lose share from that 80 per cent [market share], which is an unreasonable share to have," said Mr Nadeem Khanzadah, the deputy manager of retail at Jumbo Electronics.
"It will probably come down to 50, 60 per cent in the next year or so."
Amazon has unveiled the Fire at a time when the tablet market is booming.
Gartner Research predicts worldwide tablet sales will reach 63.6 million units by the end of this year, a 261 per cent increase on the 17.6 million units sold last year.
The research firm expects tablet sales to continue to experience strong growth through to 2015, when they are forecast to reach 326.3 million units.
"The tablet market is growing at a rate of about 300 per cent, which means that the market is really exploding, and there will be enough space for everybody to come in," Mr Khanzadah said.
But it is the sale of content rather than its tablet devices where Amazon is aiming to make most of its profits.
The online retailer signed a deal with 20th Century Fox this week that gives its Amazon Prime customers access to more than 10,000 films. The launch of the Fire complements the expansion of Amazon's kindle range.