Hot on the heels of the Kindle 2 launch - a mere 23 days later in fact - Kindle 3 rumours are already emerging.
Although it took Amazon 15 months to get its second-gen Kindle to market, Far Eastern manufacturing news reports are suggesting that the third-gen device will see a launch in time for Christmas 2009.
Said to be even larger, and with that fabled touchscreen, DigiTimes quotes "sources" from Amazon's display-making companies as confirming the next-gen model's coming-soon existence.
When Amazon boss Jeff Bezos first launched the Kindle, he described it as "the iPod of reading". With this kind of no-let-up rumour action, he might well be right.