It would be interesting to see play out. Right now, Android tablet hardware makers are too focused on hardware. The fractured Android apps market and development process are big stumbling blocks. And Apple has a huge headstart on content and institutionalized use (with growing numbers of businesses, schools, etc.). I don't see any other company besides Amazon out there with the potential to rival Apple's combo of hardware and software smarts, and willingness to build.
Apple is out of control with its 30 percent requirement on all content sold through apps and such. Amazon could use that to sway potential content partners. Amazon can be equally greedy (as with its 70 percent take on Kindle subscription sales).
Competition can help rein in greed.