Amazon recently made a statement in the tablet market with its new Kindle Fire HD tablets and Kindle Paperwhite. However, Apple is one of its biggest threats, especially now that Apple is expected to unleash the new iPad Mini.

Apple has the brand loyalty and millions of customers that will buy their products anyway, while Amazon has tried to stay in the game with new products. It may be that Apple will wipe out Amazon with its upcoming new tablet. Here's what's going on with Apple vs. Amazon.

According to MarketWatch.com, Apple shares were up 1.7 percent to $620. This may be due to the fact that Apple is holding an event on Oct. 23 to unveil their iPad Mini and possibly a re-designed iMac.

Amazon, however, was down 1.2 percent to $237 in shares on Monday.

Reports say that Apple will focus on the iPad Mini being more of an e-reader and multimedia tablet, just like Amazon's Kindle Fire tablets.

According to StreetInsider, Apple might focus more on iBooks at the California event.

"Amazon has been pushing for more open publishing standards as it looks to get more content onto its Kindle line. Given the robust margins on such an effort, competition is something Amazon isn't likely to take sitting down."

Not only will the 7.85-inch iPad Mini be a huge threat to Kindle Fire sales, but if the iPad Mini is under $300, then it becomes a tough choice for consumers. So price is also an issue for Amazon if the price is right for Apple customers.

Amazon recently launched Whispercast for Kindle, a "new mass-deployment and management system for ebooks - and soon apps - on Kindles and Kindle apps for schools and businesses, intended to allow Kindle titles to be bought and shared out among students and employees, as well as remotely control device passwords, wireless settings, and what titles can be purchased."

"Today, we are announcing Whispercast, a free, scalable solution for school and business administrators to centrally manage thousands of Kindles and wirelessly distribute Kindle books as well as their own documents to their users" Dave Limp, Kindle VP, said of the new system, according to Slashgear. "Organizations can also design bring-your-own-device programs at school or work using personally-owned Kindles, Kindle Fires, and other tablets using the free Kindle reading applications for receiving content."

WebProNews reported that Apple will focus on education at the Oct. 23 conference. Whispercast could draw educators away from the already-used iPad in schools. However, again, if the price is right for the iPad Mini, educators might go back to Apple, something that Amazon does not want.

The iPad Mini is "meant to bring back the customers who want an e-reader with less utility than a full-sized iPad but with the ease-of-use and the web friendliness their customers have come to expect," according to PolicyMic.

Moreover, if the iPad Mini is more affordable, then e-readers customers will probably flock to Apple. PolicyMic also agrees that if Apple brings the price down to $250 or lower, then the "product's demand will skyrocket."

It looks like Amazon has a lot to worry about. If Apple plans to focus on the e-reader aspect, then that could take away Amazon's chances to compete.

But Roger Kay, a consultant and analyst with Endpoint Technologies Associates, believes that while Apple will make a huge hit with its new iPad Mini, it may not last long.

"They will also likely take some of the wind out of the sails of the others like Amazon," he said, according to Phys.org. However, Kay said that Apple is making a "defensive" move with the new device, and that it is not clear if Apple will be dominant in that segment of the market, which has established products from Amazon, Samsung and others.

"Apple wouldn't have gone into this if others hadn't," he said. "The bar has been set by Amazon. Even though the Kindle is not the same kind of device, it does what it does very well."

The Kindle Paperwhite sells for $119 while the 7-inch Kindle Fire HD sells for $199.

The new 8.9-inch Kindle Fire HD tablets recently got FCC approval to sell. Many can pre-order their tablets, which Amazon plans to ship on Nov. 20. The new HD tablets come with Dolby Audio, Dual-Band-Antenna Wi-Fi, and comes in 16GB or 32GB. There is also a 4G LTE Wireless tablet that comes in 32GB or 64GB. Both come with a 1920x1200 HD display with "polarizing filter and anti-glare technology for rich color and deep contrast from any viewing angle." It also comes with a 1.5Ghz dual-core processor with Imagination PowerVR 3D Graphics core.