Viewers React to Amazon’s New Paperwhite Ad

Amazon's Kindle Paperwhite TV ad

In all the excitement, I almost forgot to mention: Amazon also has a new ad for their Paperwhite Kindle. It starts with some of the same text as their ads for the Kindle Fire HD. (“We’re the people with the smile on the box. We’re the re-inventors of normal….”) But then it segues into an explanation of what’s revolutionary about the new Kindle Paperwhite.


That’s why we created our newest Kindle, with the world’s first Paperwhite display that reads without glare in bright sunlight, at night and every minute in between.

Because the only thing more perfect than reading is more reading….

You can see the video in the Kindle’s channel on YouTube at youtube.com/Kindle — and within six hours, the video had already received dozens of comments. It’s fun to see how it generated a real ripple of excitement this morning around the world, and it’s apparently now been preserved online forever. “I want it now!” posted a 31-year-old woman calling herself DeniGirl2, leaving the very first comment on the video. And a nearly identical comment came later from a 32-year-old nearly 5,000 miles away.

“I want this!!!” posted a viewer in Turkey — who will probably have a hard time ordering one…

“Ordering as soon as it’s possible!” posted a 32-year-old using the handle AdamHitt. (“Congrats Amazon!” he added. “It’s beautiful!”) And a 62-year-old in England also posted “I WANT IT,” but they had another reason for delaying their purchase. “I already have two kindles tho :(”

There was also a lot of discussion about how exactly Amazon will provide the lighting on the screen. “Isn’t this Paperwhite display just another way to call a LCD display…” asked one users (adding “I hope I’m wrong.”) And within one hour, another YouTube commenter had set them straight. “It’s still e-ink, just like before. [Amazon] added a light around the rim of the screen (plus a special film to make the light even) on top of the e-ink display.

“If you turn the light off, it’s just like the old kindle (but better resolution)!”

One user wondered if it’d be hard to find the new Kindle Paperwhite in the dark, so you’d be able to then turn on its light. But I was impressed by the observation that came from another comment. “With the light on the battery will still last 8 weeks, so most people will just never turn it off, even in properly lighted areas.”

I’m excited about Amazon’s newly-announced Kindles, so it’s nice to see there’s other people online who are also sharing my excitement. A retired home entrepreneur had just three words for Amazon’s newest ad. “Awesome! Love this!” And at least one user was more interested in the obvious advantage of the Kindle’s new built-in lighting.

“Guess I won’t have to read my Kindle in bed with an LED Headlamp on anymore if I had this!”

And remember: You can pre-order the new touchscreen devices — with their new built-in lights — at tinyurl.com/KindlePaperWhite !

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