The limiting factor is the supply of 9.7" screens.
Sony normally announces new Readers in October, in time for Christmas. Its likely that there will be enough screens by then, so October is one possibility.
The college student market is huge, so they may announce (and deliver) sooner.
Amazon pre-announcing the KDX is strange. They may be trying to get an early indication of demand, or it may be to get textbook publishers on board. If Amazon does not deliver by September they are going to have some angry customers.
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