Amazon may have leaked the new Kindle - itself, on national television.

The online retailer and E-reader maker showed a suspiciously novel device in an advert premiered American TV, during the opening game of the NFL season.

The trailer (titled 'Something New') appeared to show an updated Kindle with a backlight and a brighter screen.

Amazon will announce new devices - including new Kindles - at a press conference on Thursday. And since it is unlikely the inclusion of the new Kindle in such a high-profile ad would happen by accident, might we suggest this kind of speculation is exactly what what Amazon wanted?

Anyway, the new ad can be viewed above - but check back here this afternoon for all the details on the new devices.