As soon as Amazon announced its upcoming media event in New York City’s Morgan Library & Museum, which is scheduled to take place on February 9, rumors began surfacing about the company’s intentions to release the new Kindle 2.0. The reports take the news even further, presenting some of the device’s new features, mentioning that the design will be better and also that it will be slimmer than the previous version.

Such speculations have been present for several months, with analysts and bloggers announcing the upcoming release of a slimmer Kindle, with a better screen and also a lower price.

The device represents a huge success for the company, being completely sold out on Amazon’s Web site - which is its exclusive retailer. The e-book reader was launched in November 2007 and even though at first its impact on the market was believed to be minimal, the company’s well planned marketing plan paid off and turned it into one of its biggest sellers. So far, Amazon did not release any sales reports but stated that it is one of the best-selling consumer electronics devices in its extensive catalog.

Amazon’s Web site says, “due to heavy customer demand, Kindle is sold out. Please order Kindle now to reserve your place in line.” Even though the device is not cheap, retailing for $359, it manages to attract a wide variety of users.

The company is looking to keep everyone guessing and does not want to address these rumors. After all, all this hype generated around the possible release represents a great way to advertise, without actually doing anything.