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Online bookstore Amazon is seeking to expand further into the hardware arena with talks to buy the mobile chip division of Texas Instruments.

Online bookstore Amazon is seeking to expand further into the hardware arena with talks to buy the mobile chip division of Texas Instruments.

Calcalist, an Israeli financial newspaper, stated that the Kindle maker is deep in “advanced talks” to acquire the chip business, which would elevate its rivalry with fellow mobile chip makers Apple and Samsung to a new level.

Amazon already uses chips designed by Texas Instruments in its Kindle Fire tablet, which would make the acquisition a valuable means of ensuring supply meets the growing demand for its cheaper alternative to the iPad.

The move might seem like a surprise for the online company, but its expansion into hardware products like e-readers and tablets has already paved the way for a diversification of its business, in much the same way as Google or Apple.

The deal, worth potentially billions of dollars, has yet to be agreed and neither firm has confirmed the talks.