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Amazon Introduces New Kindle Paperwhite

\"KindleAmazon today introduced the all-new Kindle Paperwhite, updating its popular private brand Kindle with the highest resolution Paperwhite display, the exclusive Kindle font Bookerly, and a new typesetting engine for more beautiful pages.

“We love inventing for readers,” said Jeff Bezos, Founder and CEO. “The new Kindle Paperwhite obsesses over the details that matter most to readers—we’ve added our highest-resolution display so the words are crisp and clear on the page, a new font that is crafted exclusively for reading Kindle books, and a new typesetting engine that makes pages beautiful. Together, these details help you read faster and with less eyestrain, so you can lose yourself in the author’s world.”

New, Highest Resolution Paperwhite Display—300 Pixels per Inch for Laser-Quality Text
The new Kindle Paperwhite adds the highest resolution Paperwhite display, delivering the same 300 pixels per inch that readers love about the top-of-the-line Kindle Voyage. With 2x the pixels as the previous generation Kindle Paperwhite, the display delivers laser-quality text, making it easy to read comfortably at any font size, including at smaller fonts so you can fit more words on each page. Even with the new higher resolution display, Kindle Paperwhite delivers battery life that is measured in weeks rather than hours.

New Bookerly Font and Typography Features—Read Faster With Less Eyestrain
Kindle Paperwhite now offers Bookerly, an exclusive font designed from the ground up for reading on digital screens. Warm and contemporary, Bookerly is inspired by the artistry of the best fonts in modern print books, but is hand-crafted for great readability at any size. It introduces a lighter, more graceful look and outperforms other digital reading fonts to help customers read faster with less eyestrain. See Bookerly:

The new Kindle Paperwhite also offers an all-new typesetting engine that lays out words just as the author intended:

  • Hyphenation and improved spacing—Kindle Paperwhite adds hyphenation to break words at the right place, creates paragraphs with consistent lines, and adjusts the space between words. This results in more natural word spacing and more words on each page, which allows for faster reading with less eyestrain.
  • Improved character placement—New kerning and ligatures automatically adjust character spacing to make it easier and faster to recognize words at any font size. Similar to a typesetter formatting a print book, Kindle Paperwhite will look at neighboring pairs of letters in context and adjust the character spacing to suit the word, removing distracting whitespace between letters and making the shape of the word more beautiful to help with word recognition speed. For example, in the word “quietly”, the tail of the “y” loops under the “l” to make the letters of the word fit better together. In the word “first”, the “f” and “i” are drawn together to make a ligature.
  • Beautiful page layout—Print books often use drop caps to add emphasis and beauty to the first page of a chapter. In eBooks, this is challenging to replicate given the ability to adjust font size and line spacing. The new typesetting engine presents drop caps, text, and images on Kindle just as the author intended, and dynamically adjusts the layout as the reader changes the text size.
  • Large fonts, without compromises—One of the benefits of reading on Kindle is that you can customize the font size based on personal preference—over half of Kindle customers take advantage of this feature and use a font size larger than the default. As you increase the size of a font, fewer words appear on each page, often creating distractions like large white space or broken sentences. Now, Kindle Paperwhite automatically adapts when a reader chooses the largest font sizes, customizing the margins, columns, indents, nested lists, borders, and drop caps to keep the page easy to read.

The new typography and layout improvements are available on over half a million books, including many best sellers, with thousands more being added every week. The features will be delivered as part of a free, over-the-air software update in the coming weeks.

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. By design, e-readers are purpose-built for reading and create a sanctuary so you can lose yourself in a book.

All the Features Readers Love about Kindle
The new Kindle Paperwhite includes all of the features that have made the Kindle family the best-selling e-readers in the world for seven years running:

  • Weeks of battery life—Battery life is measured in weeks, not hours.
  • No set up required—Kindle arrives pre-registered so you can start reading immediately.
  • Whispersync—Saves and synchronizes your last page read, bookmarks, and annotations across all of your devices and Kindle apps, so you can always pick up where you left off.
  • Worry-free archive—Automatically backs up your Kindle books in the cloud, so you never need to worry about losing your books—re-download your books wirelessly anytime for free.
  • Goodreads—Kindle is integrated with the world’s largest site for readers and book recommendations, with over 40 million members, 1.1 billion books added, and 43 million book reviews.
  • X-Ray—Explore the “Bones of the Book”—see all of the passages across a book that mention relevant ideas, fictional characters, historical figures, places or topics of interest.
  • Word Wise—Available on many popular English language titles, Word Wise makes it easier to enjoy and quickly understand more challenging books. Short and simple definitions automatically appear above difficult words, so you can keep reading with fewer interruptions.
  • Family Library—With Kindle and Kindle reading apps, you can access not only your own books, but also books from the Amazon account of a spouse or partner.
  • Kindle FreeTime—Gives parents a simple, engaging way to encourage kids to spend more time reading. Hand-select books for your kids to read, and achievement badges are earned when they hit reading milestones.
  • Time to Read—Tells you how much time it will take to finish a chapter or a book based on your personalized reading speed.
  • Kindle Page Flip—Skim page-by-page, scan by chapter, or jump to anywhere in your book, all without losing your place.
  • Vocabulary Builder—Compiles words you look up in the dictionary into an easy-to-access list. Use these lists to quiz yourself with flashcards and instantly see words in context.
  • Share your favorite passages—Share book recommendations, highlighted sections, and meaningful quotes with friends via Facebook and Twitter.
  • Smart Lookup—Integrates a full dictionary definition with other reference information via X-Ray and Wikipedia.

The new Kindle Paperwhite is $119. It is available for pre-order around the world and will start shipping June 30. Order now at

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Amazon Debuts – Amazon Elements


Over the last few months the Seattle-based online leviathan Amazon has doubled down on its commitment to an ever-expanding portfolio of Private Brand products including the launch of the Fire Phone, Fire TV, Fire TV Stick, Elements and a updated Kindle. These join the electronics accessories mega-brand AmazonBasics, Pinzon kitchen gadgets, Strathwood outdoor furniture, Pike Street bath and home products, and Denali tools to create a impressive and multi-faceted portfolio of Private Brands.

\"amazonAmazon today announced the launch of a much-anticipated new Private Brand, Amazon Elements. However despite the industry buzz the new brand has initially avoided food and focused on premium, everyday essentials with transparent origins. The retailer is also leveraging the new brand as a differentiator and offering it exclusively to Prime members. Who will have access to an unprecedented level of information – when and where items were made, why each ingredient was included, where the ingredients were sourced and much more – all at their fingertips from the time they start their shopping experience until the items arrive at their door.

\"amazon“Our obsession with customers and drive to continuously innovate on their behalf has led us to create Amazon Elements. The two things customers told us they want are premium products that meet their high standards, and access to information so they can make informed decisions, Amazon Elements offers both,” said Sunny Jain, Consumables Vice President. \”We’ve leveraged our strengths in technology to bring customers an unprecedented level of information about these products, all with just the click of a button. We’re excited to offer Amazon Prime members added selection, beginning with diapers and baby wipes.”

Transparent Origins
Each Amazon Elements product page has an unprecedented level of information ranging from where items were sourced to facts about why each ingredient was used to make the product. Plus, each Amazon Elements package has a unique code that can be scanned using the Amazon mobile shopping app to track its specific ingredients and their origins, its date and place of manufacture, date of delivery, ‘best by’ date and more.

Premium Products
\"amazonAmazon Elements Diapers which are manufactured by the Canadian company Irving Personal Care are ultra-absorbent and have a breathable outer cover, advanced super-absorbent polymers, stretchable waist band and leg elastics for better fit, an umbilical notch on Newborn diapers, and a pocketed waist band in sizes newborn through 2. Beginning today, Amazon Elements Diapers are available in sizes newborn through six with overnights and training pants coming soon.

\"AmazonAmazon Elements Baby Wipes which are being made by Nice-Pak Products are strong and get the job done without ripping. They are soft and mild to protect delicate skin and large to keep your whole hand clean. They come in sensitive, unscented and scented varieties and are available in convenient flip-top packaging and peel-and-seal refill packs.

Can a Grocery Private Brand be far behind?


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Amazon Launches Kindle Voyage

\"kindle2\"Amazon announced last week that the new private brand Kindle Voyage—the most advanced Kindle ever—began shipping on October 21st. Kindle Voyage features an all-new design, with our brightest, highest resolution, and highest contrast display, and reimagined page turns. Order now for $199 at

“Kindle Voyage is designed to disappear so you can lose yourself in a story,” said Dave Limp, Senior Vice President, Amazon Devices. “This is the most advanced Kindle we’ve ever built. Customer response has been overwhelmingly positive, and we’re working to build more as fast as we can. We can’t wait to get Kindle Voyage into the hands of readers starting today.”

Early reviews are in:

  • “…You don’t just forget that you’re reading an e-book; you forget that you’re using any kind of electronic device at all.” – The New York Times
  • “There’s no two ways about it: The Voyage’s screen is downright phenomenal.” – Engadget
  • “The Kindle Voyage represents the state of the art in ereaders in almost every way imaginable.” – Mashable
  • “This is the best E Ink e-reader I’ve used, and it’s unquestionably the best that Amazon has ever made.” – The Verge
  • Kindle Voyage is the new gold standard in e-reading…” – Re/code
  • “Amazon’s latest, seventh-generation Kindle device, the Voyage, makes reading e-books a dream” – Business Insider
  • “Any number of devices do a fine job as book readers. But if you love reading…you want a Kindle Voyage… Feature after feature has been optimized for the reading experience.” – Chicago Sun-Times
  • “It’s undeniably great hardware, the best in its class…” – Ars Technica
  • “The screen is sublime, the page-flipping buttons are a feature some (including myself) having been clamoring for on a high-end ereader.” – The Next Web
  • “In short, I love e-ink devices, and the Voyage is the best of them.” – TechCrunch
  • “It’s the best display I’ve ever seen on an e-reader, and maybe more importantly the best-frontlit display. Pages turn about as quickly as it takes to snap your fingers, which incidentally feels like a delightful magic trick.” – Gizmodo
  • “Amazon’s latest ebook reader is not only the best one it has ever made, it’s the best ebook reader currently available.” – PC Magazine
  • “It’s thinner, faster, brighter, lighter, newer, has a better screen, has more memory (4GB vs last year’s Paperwhite’s 2GB) commands more magical elf armies, owns a Ferrari, and is nicer to your grandmother.” – WIRED
  • “The Kindle Voyage is undoubtedly the best ereader Amazon has produced. Its display is superb…” – SlashGear
  • “Kindle Voyage does the best job of any e-reader so far in duplicating the ease of reading an actual book…” – Washington Post
  • “The Amazon Kindle Voyage looks downright sexy; it’s sleek, thin and lightweight.” – Laptop Magazine

Customers can order Kindle Voyage now at as well as the newly designed origami-style cover. The new origami cover is inspired by the best-selling Origami covers for Fire tablets, and provides a stand for both portrait and landscape positions. Origami covers attach magnetically so they are easy to take on and off, and automatically turn your Kindle Voyage on and off when you open and close the cover. The cover is available starting at $44.99.

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Amazon Teases A Mystery Private Brand Event


Online retailer Amazon posted a video to YouTube on Wednesday teasing an upcoming Private Brand product launch event for what is rumored to be a 3D smartphone.

The video is minimal at best but still features enough clues to keep the aspiring Sherlock guessing. Including user reactions like, “Whoa”. “I\’ve never seen anything like this.” or “it\’s very real life and incomparable to anything I have seen.”

The video was accompanied by a website on which anyone with an account can register to attend the June 18 event. The invite request page features a picture of what looks like an Amazon Private Brand phone with a black body. It remains to be seen whether the launch will extend the wildly popular Kindle or Fire brands or introduce a new name to Amazon’s portfolio of Private Brands. Wither way Amazon continues to raise te bar for the development and promotion of retailer owned brands.


Fifty2, The MPB Project: Amazon – Kindle

\"Fifty2“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly series looks at each great Private Brand \"Fifty2with insight, analysis and original photography. In early 2014, these will be published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands.

I am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

In late 2007, Seattle-based one time bookstore, and now mega retailer, introduced their now iconic Amazon Kindle. The portable reader debuted not as a cheap private label copy, but instead as a fully formed brand intent on extending the Amazon relationship into the hearts of American consumers.

In the Kindle launch press release, Jeff Bezos, Founder and CEO spoke of both the time invested in the new brand and it’s laser focused positioning. “We\’ve been working on Kindle for more than three years. Our top design objective was for Kindle to disappear in your hands – to get out of the way – so you can enjoy your reading.”

The Kindle name confidently avoids the descriptive naming clichés (ie Amazon Value Reader) of traditional private labels and delivers an aspirational and memorable name that means “to light a fire.” It is an apt metaphor for reading, shopping, media consumption and learning. The package design further brings the brand to life with clean modern uncluttered design that allows the product to be the hero; the structure feels great in hand and further reinforces the quality of the product and relevance of the brand.

The brand experience extends well beyond that first single e-reader to include the Kindle Store that now carries more than 1 million eBooks, Kindle Paperwhite, Kindle Reader Apps for the Cloud, iPhone, iPad, Mac, Windows, Android and Blackberry, an assortment of covers, cases, screen protectors and chargers as well as the Kindle Fire HD and Kindle Fire HDX. The latest version of the Fire HDX further extends the Kindle brand with exciting new differentiating features and services like X-Ray for Music, Prime Instant Video downloads, and the new customer service focused Mayday button.

Kindle is perhaps the best modern example of a retailer confidently building a relevant and consumer-focused brand. According to a 2013 study by the Book Industry Study Group (BISG), almost 40% of U.S. adults preferred reading e-books on a Kindle.

Brand: Amazon Kindle
Brand Focus:
E Reader
Seattle, Washington
2013 Stores: Online