While the Dallas Cowboys were defeating the New York Giants last night, Amazon proved that they are much less secretive than Apple when it comes to showing off new products. During the first game of the 2012 NFL season, the largest online retailer in the U.S. ran an ad featuring the second-generation Kindle Fire, which isn’t expected to be unveiled until later today.

The ad, which was first noticed online by The Verge, suggests Amazon will release two updated tablets; a 7-inch and 10-inch model. Additionally, it looks like Amazon’s new tablets will feature backlit E Ink.

Here is the ad, which just so happens to not be viewable on iOS devices:

The first Kindle Fire launched last fall. When it did, many suggested that it would fast become an “iPad killer.” However, once the holidays passed, Amazon had a much harder time selling the $199 device. Still, it fast became the company’s most popular Kindle model in history.

Amazon plans on officially announcing the new Kindle Fire at a media event in Los Angeles. Of course, Apple may have their own plans for the 7-inch tablet market. Cupertino may introduce an iPad Mini next week at their own event, which will feature the unveiling of the new iPhone.

Via: The Verge