- Online retailer Amazon has unveiled an own-brand wireless electronic book reader called Kindle.
The paperback-sized device is on sale immediately in the US for $399 (£195). It can store up to 200 books in its onboard memory.
Kindle does not need a PC to be loaded with books, blogs or papers - instead content arrives via wireless.
Amazon said 90,000 books, including bestsellers priced at $9.99, were available for Kindle at launch.
New addition: "We've been working on Kindle for more than three years," said Amazon boss Jeff Bezos in a statement.
"Our top design objective was for Kindle to disappear in your hands -- to get out of the way -- so you can enjoy your reading," he said.
Content is delivered to the device via the EVDO wireless network - this could limit the gadget's overseas appeal as the technology is not widely used outside North America.
Owners of a Kindle do not have to pay to use this wireless network, Amazon pays the access costs and only charges for any content downloaded to the reader.
This does mean that any Kindle owner could be paying to read many blogs and papers they could read for free online.
A subscription to the New York Times costs $13.99 per month on Kindle. A popular blog, such as BoingBoing...