Amazon Introduces The Kindle Oasis

Amazon Kindle OasisEight years ago, Amazon introduced its now iconic private brand Kindle, making it possible for the first time to think of any book and start reading it in seconds. Since then, Amazon has evolved and expanded the private brand to include new Kindle e-readers that are smaller, lighter, and faster—all on a mission to make the device disappear so you can lose yourself in an author’s story. Today, Amazon took another step toward this mission: introducing Kindle Oasis—the eighth generation of Kindle—crafted from the ground up for readers, with an all-new, incredibly thin and light design, plus an included charging cover that delivers months of battery life.

“To lean back and read for hours, you need a sanctuary from distraction,” said Jeff Bezos, Amazon.com Founder and CEO. “We want Kindle to disappear, and Kindle Oasis is the next big step in that mission. It’s the most advanced Kindle we’ve ever built—thin and ultra-lightweight, it gets out of the way so you can lose yourself in the author’s world.”

Kindle Oasis
The new Kindle Oasis is unlike any Kindle you’ve ever held. With an incredibly thin display and an ergonomic grip, Kindle Oasis weighs just 4.6 ounces and is just 3.4 mm at its thinnest point—30% thinner on average and over 20% lighter than any other Kindle. To achieve this, Kindle Oasis has a featherweight polymer frame that is plated with metal by structural electroplating—this makes the device incredibly light while ensuring it has the strength and rigidity of metal so it is resilient enough to take anywhere you want to read.

amazon kinlde oasis 2Designed for Comfortable and Extended Reading
Kindle Oasis is designed for extended reading sessions—with an entirely reimagined shape, Kindle Oasis shifts the center of gravity to your palm, to rest in your hand like the spine of a book so that the device feels balanced for one-handed reading. Effortlessly turn the page with either the touch display or physical buttons. Oasis is comfortable to read on with either hand—a built-in accelerometer detects whether you are reading with your left or right hand, and automatically rotates the page and page turn buttons to match.

Dual-Battery Design Delivers Months of Battery Life
Kindle Oasis introduces a new dual-battery system—as soon as you connect the cover to Kindle Oasis, the battery in the cover begins recharging Kindle Oasis automatically. The battery in the cover uses a custom cell architecture that optimizes power and energy while keeping an incredibly small and light form factor and delivering months of battery life. You can charge the device and cover simultaneously while both are snapped together and plugged in. Plus, a new hibernation mode minimizes power consumption when your Kindle is inactive.

amazon kindle oasis 3The included charging cover is made of high-quality leather and is available in black, merlot, or walnut. The cover opens like a book and fits closely around the bezel, waking Kindle Oasis when opened and putting it to sleep when closed. Twelve magnets form a secure and solid attachment between the device and cover, while ensuring it is easy to detach when you choose to read without the cover.

amazon kindle oasis 4Next Generation Paperwhite Display
Kindle Oasis features the latest generation high-resolution 300 ppi Paperwhite display for crisp, laser-quality text. A redesigned built-in front light features 60% more LEDs for the brightest Kindle display ever and leverages new cylindrical diffractive patterns to increase the consistency and range of screen brightness for improved reading in all types of lighting. The new Paperwhite display on Oasis is the first Kindle display designed using a ground-breaking 200 micron display backplane that is as thin as a single sheet of aluminum foil, but is robust enough for you to throw in your bag and take with you on-the-go, combined with a custom cover glass engineered from chemically-reinforced glass.

The Kindle Family: Kindle, Kindle Paperwhite, Kindle Voyage, and Kindle Oasis
Kindle Oasis is the newest addition to the Kindle private brand family. By design, Kindle e-readers are purpose-built for reading so you can lose yourself in a book. Unlike tablets and phones, dedicated e-readers don’t distract you with social media, emails, and text messages. They don’t beep at you or tire your eyes when you read for hours at a time. You can now choose from four different Kindle e-readers to find the one that is best for you:

  • Kindle, the most affordable reader, with a touchscreen display and all the latest features customers love about Kindle, including Whispersync, Smart Lookup, and Goodreads integration, just $79.99.
  • Kindle Paperwhite, the most popular and best-selling Kindle, features a high-resolution display and an adjustable front light, just $119.99.
  • Kindle Voyage, with a high resolution, high contrast display, an adaptive front light and page turns with PagePress buttons, just $199.99.
  • Kindle Oasis, the thinnest and lightest Kindle, with an all-new ergonomic design, page turn buttons, and an included leather charging cover which, when added, provides months of battery life through a unique dual-battery charging system, just $289.99.

The new Kindle Oasis is $289.99. It is available for pre-order around the world and will start shipping in the coming weeks. Order now at www.amazon.com/kindleoasis.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.