It looks like Amazon (NASDAQ:AMZN) is hoping to beat Apple (NASDAQ:AAPL) to the punch.

The Internet retail giant has sent out invitations to a media event scheduled for Sept. 6, in Santa Monica, Calif., CNET notes.

That’s just six days before Sept. 12, widely rumored to be the day Apple will host is own special media event to unveil the next-generation iPhone, and possibly a smaller-screen iPad designed to compete with 7-inch tablets like the Kindle Fire.

The timing of Amazon’s event strongly suggests the company will try to snag the media spotlight to reveal a new Kindle Fire. Industry watchers have been waiting for Amazon to release an updated version of the tablet/e-reader, which sold well during last year’s holiday season, but seemed to stall thereafter.

The updated Fire is expected to feature a higher-resolution display, more memory options, a camera and physical volume adjustment controls. Amazon may also take a page from Apple’s playbook and subsidize the cost of a new Kindle Fire, bringing down its purchase price through an optional advertising service.

Rumors have also suggested the company may attempt to launch a larger Kindle Fire as well, possibly with a 10-inch screen in a bid to compete directly with the iPad.

Amazon shares rose a little more than 1% in Friday morning trading.