The 'Kindle Colorsoft' carries a $280 price tag that compares with similar devices from other manufacturers available on Amazon in the range of $149 to $330.

The Colorsoft relies on LEDs and other technologies to achieve the colour display, according to a company statement.

In prior years, Amazon tried to develop colour e-readers using eInk, the technology available in its standard Kindles that requires minimal battery power.

The Colorsoft will have a roughly eight-week battery life, compared with up to three months for its latest generation Paperwhite e-reader.

The Seattle retailer also unveiled a new Paperwhite with a 7-inch screen, measured diagonally, two-tenths of an inch larger than the most recent generation's. It also revealed an updated Kindle Scribe e-reader, which allows users to jot onto the screen with a stylus and convert that into more legible text.

--Reuters--