Amazon's Kindle Paperwhite explained in new video

Amazon's Kindle Paperwhite technology is in high demand, and the online retailer wants consumers to know how it works.

The company has released a new video explainer.

Kindle Paperwhite, which Amazon introduced earlier this month, has generated strong interest. Consider this: Amazon’s flagship e-reader, which starts at $119 but is also available in a 3G version for $179, originally was supposed to ship on October 1 but now if you pre-order one it won’t ship until the week of October 22.

No wonder—it’s a pretty impressive gadget. The front-lit display offers adjustable brightness, and Amazon says the technology makes it just as readable in direct sunlight as in the dark. The Kindle Paperwhite also offers eight weeks of battery life with the light on, it is thinner than a magazine and it has a sharper screen than previous Kindle e-readers.

The Kindle Paperwhite uses a 212 pixel-per-inch (ppi) 6-inch display, which results in 62 percent more pixels than before. In comparison, the Kindle Keyboard 3G and the 2011 Kindle and Kindle Touch each had 167 ppi. With the light on, the Kindle’s display appears white, and not the tinted, newspaper-gray color you may be used to seeing on an E Ink display.

According to TechHive’s Melissa Perenson, who spent some hands-on time with the upgraded e-reader, the concept is similar to what Barnes & Noble did with its Nook Simple Touch With Glowlight, but Amazon pulls it off better. “At its maximum output, the Kindle Paperwhite’s light is brighter and more even than on the Barnes & Noble Nook With Glowlight; plus, the Paperwhite has no obvious spillage from the LEDs along the sides,” she writes.

“This technology is totally new,” said Jay Marine, VP of Kindle product management in the promo video. “The light actually projects towards the text on the page and it’s reflective just like a book as opposed to LCD displays where the light shines in your eye which isn’t optimal when you’re staring at it for long-form reading.”

Check out the explainer video for yourself.

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