Five percent of respondents said they have preordered a Kindle Fire or are very likely to purchase soon, according to the survey. That compares favorably with the iPad 2 launch, when 4 percent of respondents said they were very likely to buy the iPad 2.
Among those five percent, 26 percent said they will delay the purchase of Apple's iPad.
The survey also says demand for the Kindle Fire, due to launch on November 15 at a price of $199, exceeds that of the iPad 2.
The ChangeWave results are based on a survey of 2,600 respondents conducted in October.
The Kindle Fire is considered the first viable threat to the iPad because it will cost $300 less than Apple's least expensive model, yet offers many of the attributes of a higher-end tablet. These would include a dual-core processor, a fast Web browser, a relatively high-quality display, and access to lots of Amazon content.
This presents a near-term risk to Apple, said RBC Capital Markets analyst Mike Abramsky, since more than a quarter of those buying Amazon's tablet are indicating they prefer it to the iPad.
Data provided by market researcher eDataSource last month indicated that the preorders for the Kindle Fire are tracking to exceed one million.