The following message from Amazon CEO Jeff Bezos introducing a third generation of Kindle was posted on Amazon.com’s home page  today. PC World described the device as “the most enticing Kindle yet.” Click here for PC World’s review.

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Dear Customers, I believe in the transformative power of reading—the ability of an author to transport you to new worlds, introduce you to new people, and even alter your perspective. Reading is important. Reading is why we build Kindles. Reading is why millions of people use Kindles.

Today, we’re excited to introduce a new, third generation of Kindle. We kept everything readers love about Kindle and made it even better.

Here are some of the highlights:

• Books in 60 Seconds: Think of a book and start reading it in 60 seconds. Kindle uses the same 3G wireless technology as advanced cell phones. But unlike cell phones, there are no monthly bills and no annual contracts
• All-New, High-Contrast E-Ink Screen: 50% better contrast than any other e-reader
• Read Even in Bright Sunlight: No glare
• New Sleek Design: 21% smaller body with same 6” size reading area
• 15% Lighter: Only 8.7 ounces, read comfortably for hours with just one hand
• Battery Life of One Month: A single charge lasts up to one month
• Double the Storage: Carry up to 3,500 books wherever you go
• Buy Once, Read Everywhere: Read your Kindle books on all your devices
• Worry-Free Archive: Delete with abandon. We automatically keep an archival copy of your Kindle books—re-download for free, anytime
• Global 3G Wireless: At home or abroad, wireless works in over 100 countries
• Built-In Wi-Fi: In addition to the 3G wireless, you can connect to Wi-Fi hotspots

This latest generation Kindle is $189—you can pre-order now, and it will ship on August 27.

That’s half the news. We’re also excited to introduce a new Kindle family member—Kindle with Wi-Fi only. Kindle Wi-Fi is only $139. Kindle Wi-Fi is identical to our new $189 Kindle, except it doesn’t have our go-anywhere 3G wireless. If you’re going to use your Kindle primarily in locations where you have access to a Wi-Fi hotspot–like at home–then Kindle Wi-Fi is a good choice. At $139, we expect many people will buy multiple Kindles for the home and family.

You can pre-order the $139 Kindle Wi-Fi now, and it will ship on August 27.

Both new generation Kindles have access to the same Kindle Store with the largest selection of books people want to read—over 630,000 titles including 109 of 112 New York Times Best Sellers, plus top newspapers and magazines. Over 510,000 of these books are $9.99 or less, including 80 of the New York Times Best Sellers. Our vision is to have every book, ever written, in any language, all available in under 60 seconds.

Readers have made Kindle the #1 bestselling, most-gifted, most-wished-for product on Amazon for two years running. Kindle also has the most five-star reviews of any product on Amazon. We’re excited and energized by this reception. We hope you enjoy our most advanced Kindles yet.

Thank you for being a customer.

(signed) Jeff Bezos Founder & CEO