The Kindle Fire has still not made it Blighty's shores but rumours are rife a whole host of devices are in development from the bods at Amazon.

According to Demos Parneros, president of U.S. Retail for Staples, there could be up to 5 or 6 new units being introduced by the online retail giant.

This number no doubt includes both the rumoured smartphone and the successor to the Kindle Fire - both of which are likely to appear later this year.

Citi Research analyst Mark Mahaney said of the Kindle Fire, "If a device can do that to their oldest, stodgiest category (books), imagine what else can benefit from a smartphone."