(KCBS) – Amazon.com is expected to unveil its brand new Android-based tablet at an event in New York on Wednesday, the latest challenger to Apple’s dominant iPad.

CNET Editor-at-Large Brian Cooley said the company has kept most of the features under wraps, but expects the device to compare favorably in price to the iPad.

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“We’re hearing that it’s likely going to be a 7-inch tablet, a smaller device (than the iPad) and also one that is going to be cheaper than an iPad,” said Cooley. “Something between $250 and $300. It is also expected to tie in to Amazon’s various media offerings in a similar, but different way then Apple leans on iTunes.”

CNET Editor-at-Large Brian Cooley:

Cooley said that Amazon has plenty of work to do if they want to close the gap with Apple.

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“What Amazon has to do is not just give us a bunch on integrated services, but they have to do it at a significantly better price point. One thing to look for is are they going to give me free streaming of videos through the Amazon Prime membership that they’ve had for years,” he said. “And are they going to possibly offer some sort of free 3G or cellular wireless connection, which you have to pay for for the iPad.”

Cooley said the working name for the device is the Kindle Fire, although an official name won’t be released until Wednesday’s announcement.

He said attaching it to the Kindle will help lump the two products together for those on the fence about buying the popular e-reader or a tablet.

You can hear his Tech Watch report Tuesdays and Thursdays at 1:50 P.M. on KCBS All News 740AM and 106.9FM.

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