NEW YORK — Amazon is expected to unveil a tablet computer Wednesday, picking a fight with Apple Inc. and its iPad. The iPad has many challengers, but analysts say Amazon’s could be different — it has a chance to be more than a wannabe. Amazon.com Inc. is nearly unique in its ability to sell content such as e-books, movies and music suited for a tablet, just like Apple does. In addition, the “Kindle” tablet could be a reminder, right in the owner’s hands, to buy general merchandise from Amazon. Running out of toilet paper? Just add it to your Amazon shopping cart.

“In essence, the Kindle is a Trojan horse for Amazon’s retail and media brands,” said Morgan Keegan analyst Justin Patterson.