The third quarter has the power to make or break the next 12 months for many tech's most high-profile names, including e-tailer revolutionary-turned-budding media giant Amazon.com (AMZN -1.38%). The company is widely expected to refresh its Kindle and Kindle Fire HD line to tablets and e-readers in order to move into the critical holiday season. And while the Kindle business has always been believed to be big business for Amazon, the company has never been totally forthcoming about the the impact its media business truly has on it. However, recently one analyst tried to sum up the size of its online media business. In this video, tech and telecom analyst Andrew Tonner runs through some of these figures and how investors should interpret them.