In a move to compete with Apple's iPad and emerging e-reader alternatives, Amazon.com on Wednesday unveiled the next-generation Kindle. The new-look Kindle comes equipped with a new electronic-ink screen that offers better contrast in a 21 percent smaller body that holds fast to its six-inch reading area. The new Kindle is also 15 percent lighter than its predecessor.

The made-over Kindle promises to turn pages 20 percent faster, offers up to one month of battery life, pulls content in Wi-Fi and free 3G, and doubles storage to accommodate 3,500 books. The price is $189. If you don't need the 3G capability, a Wi-Fi-only Kindle is expected Aug. 27 for $139.

At a $139 price point, some analysts are seeing commoditization of the Kindle. But Avi Greengart, an analyst at Current Analysis, disagrees: "I'm not calling it a commoditization because it's not a commodity. This is tied very closely to Amazon's bookstore, so it defies commoditization. This is getting into impulse-buy territory."

Just Buy the E-Books

Along with the new Kindle, Amazon is making sure the e-book-buying world knows that Kindle e-books can be read on other devices, including the iPod touch, iPhone, Mac, PC and Android-based devices. The bookseller also pointed to its Whispersync technology that keeps track of where a reader left off reading an e-book on one device so it picks up in the same place when the reader resumes reading on another device.

"The Kindle is a delivery mechanism for Amazon. Amazon is perfectly happy if you buy Kindle books and read them on the iPad or the PC," Greengart said. "But if you want a dedicated e-book reader, they are going to provide you with several different models at extremely aggressive prices so that you join the Amazon family rather than the Barnes & Noble family, the Sony family, or the...