Colorful Amazon Kindle due for Release

Amazon (NASDAQ:AMZN) shares hesitated Wednesday, despite the launch of an entirely new lineup of Kindle devices—introducing the first-ever color Kindle, a re-imagined Kindle Scribe, the fastest Kindle Paperwhite ever, and a new entry Kindle in a fun, new Matcha color.

“Customers continue to love Kindle, and are reading on their devices more than ever—sales last year hit a decade high with the majority of purchases going to first time Kindle device owners,” said Kevin Keith, vice president of Amazon Devices. “We are excited to bring our customers a completely new Kindle lineup, including our first color Kindle and a re-imagined Kindle Scribe with even better in-book writing experiences and a more powerful notebook with generative AI built-in.”

The all-new Kindle Colorsoft, according to Wednesday morning’s news release, “brings color to Kindle without compromise. It has everything customers love about Kindle today—high contrast, fast page turns, an auto-adjusting front light, and weeks of battery life, and adds color that is vibrant yet easy on the eyes and pulls you in without distracting you from the story. Now, you can browse color covers in your Kindle Library or Store, see book photos and images in color, or add color highlights that you can easily search later.”

AMZN shares shed 31 cents early Wednesday to $187.38.