Amazon CEO Jeff Bezos had announced during the launching of the Kindle Fire tablet in New York City on Wednesday that the company is producing millions of the device for customers. But just how many Kindle Fires can Amazon really sell?

Market researcher Strategy Analytics predicted 15 million Kindle Fires will be sold worldwide in the next 14 months. The firm based its forecast on a demand model that assumes two future models of the device will be released until 2013 and the tablet will be sold in Western Europe, Japan and other developed markets next year.

Peter King, director of Strategy Analytics'Tablet and Touchscreen Strategies service, also said the sales number rests on Kindle Fire's difference with iPad in terms of features, screen size, price and user-friendliness.

The Fire has a 7-inch screen while the iPad has a 9.7-inch screen. Fire only has 8GB internal memory and sells for $199 per unit while iPad is priced at a minimum $500 for the 16GB memory and Wi-Fi capable model.

For this year, financial adviser Piper Jaffray and technology adviser Forrester Research are projecting 2.5 million to 4 million Fires sales this year.

"If supply were not an issue, we believe Amazon could sell closer to 4 million Kindle Fires in the holiday quarter," said Piper Jaffray analyst Gene Munster, according to eWeek.com.

On launch day, Amazon and its retail partners received 95,000 orders for Fire, PCMag.com reported citing estimates of digital marketing firm eDataSource. Apple had 300,000 pre-orders of its iPad but the Fire pre-orders are still impressive because shipping of the device starts on Nov. 15 yet.

At $199, Amazon may be selling at a loss since the product costs $209.63 to make, according to IHS iSuppli. But the market researcher said the online store is expected to offset the loss and still earn $10 per Fire unit sold with more sales of content like music, movies and apps.