Personally, Amazon is setup to be the only real competition for Apple, and not because of hardware. They are the only other player in the market that has end-to-end content (music/video/books/apps) and an infrastructure to sell/distribute it (Amazon EC2 + other cloud platforms).
Personally, I would love it if Amazon released a native app that covered all of their content services on all Android devices. The Fire is the only Android device that has Amazon VOD and allows you to download the video, all others you need to use a web browser to use those services. I would buy more content from them if they opened up their services to other devices. Plus, content delivery is really where they make money, not in selling the Fire or other Kindle's. If its all about content delivery, wouldnt you want to provide the tools to reach the largest community of users as possible?