This seems like poor timing to announce just prior to the iPhone 5 and later the iPad Mini.
An early launch could have given them a bit of traction going into the holiday season. ("My friend just got one and now I want one.") Announcing after the new Apple products could have made them top-of-mind around the holidays. But this timing puts them uncomfortably close to what will surely be a much larger Apple news event.
I think you are wrong about the timing strategy. The Apple events are going to get a ton more press and readers, and Amazon want's to be mentioned in those articles and compared to whatever Apple launches. That isn't possible if they announce after Apple.
XDA developers. Honestly I'd be disappointed with my kindle fire if I hadn't installed the awesome roms that are available on that page. Now I have a cheap as dirt device, capable of playing new gen Android games (https://play.google.com/store/apps/details?id=com.madfingerg...) with stunning graphics at 60+ fps. Don't even doubt they will be releasing a JB rom for it.
You instantly get their products top of mind if you ever use Amazon.com - I think most people who are both Apple and Amazon customers go to Amazon.com more than Apple.com.
An early launch could have given them a bit of traction going into the holiday season. ("My friend just got one and now I want one.") Announcing after the new Apple products could have made them top-of-mind around the holidays. But this timing puts them uncomfortably close to what will surely be a much larger Apple news event.