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The new Kindle Paperwhite also features an 8-week battery life because, as Amazon's Bezos said, users may not want to turn it off. "You won't need to recharge your Paperwhite until Halloween," he said.
The Kindle Paperwhite lets readers adjust the font style and font size of their e-books, and it shows them how much time is left to read a chapter based on their reading speed.
The Kindle Paperwhite is expected to ship on Oct. 1. The price is $119, or $179 for a 3G wireless version. Amazon also dropped the price of its existing Kindle e-reader to $69 while giving it new fonts and crisper text than before.
Bezos said the prices for the new Kindle Fire HD tablets and Kindle Paperwhite e-readers reflect Amazon's philosophy of making money on the services that go with the devices and not on the devices themselves.
"We want to make money when people use our devices, not when they buy our devices. ... If somebody buys our device and puts it in a desk drawer, we don't deserve their money."
Unlike Apple, Amazon's pricing philosophy doesn't mean making money on the device, which would require forcing users to only use that device to access services, Bezos said. However, he said, Amazon is also not using the razor model, where the razor manufacturer loses money on the initial purchase to make up for it in how it prices razor blades.