Amazon Kindle gets color

Amping up the e-reader game, Amazon launched its first color display Kindle yesterday, starting at around $280.

The Kindle Colorsoft Signature Edition screen enhances the reading experience by displaying comics, images, and book covers in vibrant colors using advanced E Ink Kaleido technology.

It maintains key Kindle features like high resolution, fast page turns and long battery life. 

Additionally, readers can highlight text in different colors and sort these highlights on the Kindle app.

The launch follows similar efforts by competitors like Kobo, but Amazon claims its in-house E Ink tech has a front light instead of standard tablet backlighting, which is gentler on the eyes and less disruptive to sleep.

The Colorsoft is waterproof and supports wireless charging, like the Kindle Paperwhite Signature Edition.

However, it’s more expensive than other Kindle models, costing $90 more than the Paperwhite Signature Edition and $170 more than the base Kindle.

Kindle Colorsoft is now available for preorder and will begin shipping on October 30.