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Have you purchased a Kindle Fire yet? Priced at $199 and released just a few weeks before the holiday rush, Amazon is making a big bet on a device that it is selling for less than it costs to build.

The aggressive sales push could help elevate Amazon to a significant player in the tablet market relatively quickly. Citi analyst Mark Mahaney estimates that will sell 12 million Kindle Fire devices next year, giving it a $3.2 billion revenue boost and 15 percent market.

Amazon is planning to release larger versions of the Kindle Fire next year, which could help juice sales. But, even so, 12 million units seems a bit ambitious for a device that launched to mixed reviews on November 14th.

Nonetheless, the estimate should be enough to make Apple — whose iPad has dominated the nascent tablet market to date — stand up and take notice.

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