I like the play on the words, but wary of headlines like "Can the Kindle Fire kindle fire in the tablet market?"
But I'm not sure that would address Amazon's goals here. Amazon doesn't want to sell you a tablet. At all. They want to sell you digital content. But until we jack right into our occipital lobes, they're stuck needing a medium upon which to display that content.
So they sell you a "Kindle Fire." What is that? Well, Amazon gets to define that for themselves, rather than being freighted with all the expectations that "tablet" carries. Which, now that I think about it, worked pretty well for Apple, too.
The only exception to this are names that carry a connotation to begin with. Positive connotations to whatever product you're hawking is a huge boon. Negative connotations can be a black cloud you may never get out from under. Tablet these days seem to be the latter. Amazon was right to ditch the straight-jacket and allow the device to define itself.