Amazon.com, Inc. (NASDAQ:AMZN) has finally launched their newest Kindle e-reader. The Paperwhite Kindle has a Lightguide front lit display, which is unique in design. This display features fiber optic technology to light the reader.

amazon kindle

Jeff Bezos, Amazon’s CEO, said that by front lighting the reader, it offers a more ambient light than the traditional backlit screen. According to the specs, a single charge will offer 8 weeks of reading, even with the light turned on, so the new fiber optic technology is energy efficient.

The new Kindle is 9.1 mm thick and weighs a mere 7.5 ounces, which just goes to show that Amazon.com, Inc. (NASDAQ:AMZN) still has user friendly designs in mind for its customers. With its light weight and unique technology, this Kindle promises to be a high selling model. Amazon’s Kindle line is a favorite among many people who are shopping for more affordable product over more luxurious models. The release of this new model in time for the Christmas shopping season should contribute greatly to the sales numbers for Amazon.com, Inc. (NASDAQ:AMZN) this year.

Amazon.com, Inc. (NASDAQ:AMZN) has also kept the idea of affordability in its line of Kindle readers, and has reduced prices by $30-$50 off of several of its Kindle models. The readers start at a price of just $79, which is a major contrast to the high price of many competitors. We reported recently that the Kindle Touch sold out and Amazon had even canceled orders for the device. This report caused many people to speculate about the release of a new Kindle, and those speculations seem to have carried some truth to them. The new Kindle Paperwhite will retail for $179 and is set to be released on October 1st.