What's new in the new Kindle Paperwhite? Better lighting, a faster chip and one big Amazon logo

The most striking difference you'll notice in the just leaked announced new Kindle Paperwhite isn't something on the device's screen -- it's on the backplate. AMAZON. That brand, once so subtly tied into the company's game-changing e-reader, is now big, bold and garishly displayed in gloss across the upper part of the Paperwhite's posterior. Why? Well, the answer is quite simple really: compared to the Kindle brand, Amazon's brand equity is much stronger in overseas markets. If you're a longtime Kindle user like me, you'll probably find this design tweak annoying, but that's about all it is. The rest of this new Paperwhite is a matter of finessing the tried-and-true Kindle experience, not disrupting it.

Filed under: Amazon

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