More evidence that Amazon's Kindle Fire 2 will release very soon keeps surfacing.

There also might be a new Amazon phone that could rock the technology industry and would directly rival Samsung and Apple.

According to The Telegraph, industry insiders have been speculating that the company's first ever mobile phone could be unveiled in a bid to take on Apple's hugely popular iPhone and upcoming iPhone 5.

Also, Amazon is adding more alluring content to its existing Kindle to possibly draw more customers when it releases the new Kindle.

According to Pop Herald, NBC shows are coming to its Prime Instant Video service following its content licensing agreement with NBCUniversal and New Media Distribution.

Amazon's Prime service allows members to access context by using the company's own tablet computer.

NBC's popular content like "Friday Night Lights," "Parks and Recreations," "Parenthood," "Heroes," and others are joining the Amazon Prime library. Members can get access to the new content at no additional cost on Amazon's own Kindle Fire and other supported devices like Mac OS X computers, Windows PCs, Xbox, Playstation and iPad.

The expanded partnership has done Amazon well.

Amazon recently had a 40% year-to-date rise in Amazon's stock, according to the Latinos Post. Amazon shares gained 2.3% to $246.70 on Friday

Many reports conclude that Amazon will announce the Kindle Fire 2 in an upcoming conference.

Amazon sent invitations out to the media for a press conference on Sept. 6 in Santa Monica, Cali. last Thursday.

The first Kindle Fire has yet to launch in the U.K., but it is expected to do so this autumn.

However, according to The Telegraph, technology analysts predict that the UK release may be skip the first generation of the tablet, which has been received with mixed reviews, and fast forward straight onto the second generation of the 10-inch tablet.

The new Kindle will compete with Google's Nexus 7, Apple's iPad Mini, and Barnes & Noble's Nook.

The Nexus 7 was released earlier this summer and has become a smash hit.

Barnes & Noble recently cut prices on their 7-inch Nook Color and Nook Tablet products on Monday to stay competitive against rivals Amazon's Kindle Fire and Google's Nexus 7, according to reports.

Consumers can now pick up a Nook Color for $150, an 8GB Nook Tablet for $180 and a 16GB Tablet for only $200. The price cut is a $20 savings for the Color and the 8GB Tablet, and $50 off the 16GB Nook Tablet.

Reports suggest that Apple is readying its smaller iPad for a soon release, maybe in September also, as well as the iPhone 5.

Various tech sources reported that Demos Pernernos, president of U.S. retail for Staples Inc., which sells the Kindle Fire tablet, said that Amazon will be introducing five or six new tablet SKU's (or stock-keeping units) this year. The report confirmed that the tablets will vary in size, and one will be at least 10-inches, and will rival with Apple's iPad and Google's Nexus 7.

Amazon also made recent updates to its Cloud Player digital music app. It announced a scan-and-match digital music service, which scans customers' iTunes and Windows Media Player libraries and then matches the songs on their computers to Amazon's song catalog, which includes 20 million tracks and counting.

The Kindle Fire 2 is expected to have a new processor, new display touchscreen technology and new build, as well as a new mobile operating system with Amazon's custom build that will not support Google's Play Store and other Google products and services.

The new Kindle will have a 1280 x 800 resolution, different than the current 1024 x 600 display. This will make it sharper and more vibrant. It will be thinner and lighter than the original.