For years, Kindle users have asked Amazon to make a color version of its e-reader. Now, the company is finally delivering: it’s launching the new Kindle Colorsoft Signature Edition, a device that has a lot in common with the new Paperwhite, except instead of black and white it’s color all over. The Colorsoft costs $279.99 and is available for preorder today, with shipments starting October 30th.
Making the Colorsoft happen, Amazon executives said at a launch event on Tuesday in New York City, required a lot more than just swapping in a new display. “Frankly, the technology just wasn’t ready” before now, says Kevin Keith, who runs Kindle products for Amazon. “And we now think the tech is ready.” (Kobo, Remarkable, and others might…