Amazon.com Inc is holding a press conference in New York on Wednesday, sparking expectations that the seller of the Kindle e-reader will unveil a long-awaited tablet.

An outside spokeswoman for Amazon refused to say what the press conference will be about. Others at the company did not return calls seeking comment.

The world's largest Internet retailer is expected to launch a tablet computer this year to expand in mobile commerce and sell more digital goods, according to analysts and investors.

Wednesday is tablet day, BGC partners analyst Colin Gillis told Reuters.

The tablet has been awaited as a possible strong competitor to Apple Inc's iPad. Apple has sold about 29 million of the device since its launch in April 2010.

The real issue here is that, you know, it is likely going to be good for consumers; is this going to be good for shareholders?, Gillis said. He wondered whether Amazon would price the tablet below those of rivals -- and thereby do little to boost margins.

Knowing Amazon, it is likely to be a very aggressive price, Gillis said.

Amazon shares were down 30 cents at $222.93 Friday afternoon on Nasdaq. The stock had traded as low as $219.06, but rallied as invitations to the media event began arriving.

(Reporting by Dhanya Skariachan, Phil Wahba and Alistair Barr in New York; Editing by Derek Caney and Gerald E. McCormick)

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