Apple has an iPad event on October 22, meaning they will announce the fourth generation Apple TV at the event, alongside the new MacBook Pro with Haswell processor and some other new product revamps.
Amazon normally runs out of stock when a new product is arriving and we doubt the Apple TV suddenly got a huge influx of buyers in Europe, considering the set top-box is not that popular in Germany and France compared to the UK and US.
Not much is known about the new Apple TV, we may see Cupertino go full in on resolution, adding 4K support like Netflix will add in a few months. We may also see a cleanup of the user interface to fit with iOS7 and some new support for channels.
The Apple TV is still a hobby product for Apple, with the company not trying to sell it out to the average consumer and never running advertisements on the product, like they do with their biggest announcements.
This means Apple does not need to push innovation, even with Chromecast and other media streaming devices battling for market share. Unless Apple makes a big push for TV this year, possibly by adding a TV display to the set top box, then it would be game on. We have seen recent hires from Apple in the TV space, but nothing that really strikes as definite.