Amazon isn't selling the Fire as a tablet, so they are already trying to differentiate themselves from the rest of the android tablet players. With their unique position of having their own app store and being a platform player, it's clear to me that their plans are beyond simply being another android device manufacturer. If they gain a dominant position in the android tablet space, it will be natural for them to try to gain power over the platform. It will be interesting to see if Google can improve their tablet fortunes and get consumers go for the normal ICS tablets.