I don't know what to make of the update:
Update: Though we know that this image originates with Amazon, another source adds the following:
"That picture you guys posted is not the new Kindle Fire. I know because I have held the new Kindle Fire in my hand and played with it for extensive periods of time... the bezel on the new Kindle Fire is wider. It has sloping sides like the old Motorola Xoom, so it sits nicely in the hand."
Whether the picture above is an unfinished prototype of the new model or one of several devices that will debut next week, we don't know yet, but we can confirm that it's authentic and is part of a larger set of images depicting a new Kindle device.