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Amazon sells all sorts of content, not just books. The advantage of having their own tablet is that you could theoretically access all the media you've bought from them, not just books (like a regular Kindle).
This is an area where Sony has really bungled. They are a music company and a movie company, yet these divisions are separated from the book division and vice versa. The gaming side is somewhat integrated, for instance, you can buy or rent a movie from Sony on your PSP or PS3. But you can buy comics for your PSP but can't read them on a Sony e-reader, nor can you read books for your Sony e-reader on your PSP (or PS3 - probably only useful for big color books, but who knows?)
Beyond that, tablets are either vastly overpriced, or cheap junk. If they can offer something as quality as the Nook Color, but an actual tablet for a similar price, they can be a winner.
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