The rumors turned out to be true and Amazon did release a Kindle called the “Paperwhite”. For more check out our full review of the Amazon Kindle Paperwhite.

The rumors surrounding forthcoming Apple products somehow feel a little flat this time around; there’s a strong air of inevitability about what the Cupertino company will be unveiling next month. We kind of know an iPhone is about to be unveiled; we’re kind of certain an iPad Mini will be revealed.

So it actually makes a welcome change to see another company, Amazon in this case, at the center of a few rumors regarding upcoming products.

Pushing in ahead of Apple’s expected September 12 event, Amazon recently announced a press conference for September 6 in Santa Monica.

Besides the likely launch of a new Kindle Fire tablet, a rumor (a rumor!) has emerged relating to the possibility of new line of e-readers from the online retail giant.

The Verge got hold of some promotional images – though it makes no mention of how it came by them – of what it says appear to show a refreshed Kindle Touch e-reader. The button at the bottom of the device has been taken away, and the bezel has been noticeably darkened when compared with the current Touch model.

According to text accompanying the images, the device will come with “higher contrast, high resolution, integrated lighting, and eight weeks of battery life.” The integrated lighting would put the device up against Barnes & Noble’s Nook Simple Touch with GlowLight, which made its debut in May.

The photos also reveal a new ‘Paperwhite’ feature, which suggest a different kind of display is on the way, replacing or improving upon the Pearl E Ink display used with Amazon’s current e-readers. Whether Paperwhite refers merely to the display, or will be the name of a new e-reader, isn’t altogether clear at this stage.

In other Kindle-related news, Amazon issued a statement on Thursday announcing that its Kindle Fire tablet had sold out. The company thanked “the millions of customers who have made Kindle Fire the most successful product launch in the history of Amazon.” Hang on a minute, there’s another strong air of inevitably wafting around here – that’s right, alongside any new e-readers, we can also expect to see the launch of Amazon’s next-generation Kindle Fire on September 6.