Picture 1455 260x179 New Kindle To Be Released August 27thAmazon is set to release the latest incarnation of its Kindle e-reader, now known simply as The Kindle.

According to Engadget, the Kindle is 21 percent smaller and 15 percent lighter, comes in two colors; graphite and white, and also two models; $139 WiFi and $189 3G.

A localized UK version will also be released retailing at £109 and £149 for the WiFi and 3G respectively. The internal storage on the device is now 4GB, and the battery life is reportedly a month without WiFi and and 10 days with.

Amazon’s Chief Executive Jeff Bezos aims to focus the Kindle exclusively on ebooks and go mass market, irrespective of Apple’s iPad plans.

Speaking to the WSJ, Bezos explained:

“There are going to be 100 companies making LCD [screen] tablets,” he said. “Why would we want to be 101? I like building a purpose-built reading device. I think that is where we can make a real contribution.”

Focusing exclusively on providing a rich reading experience is a bold move but one I doubt will pay off. Thanks to the iPhone, consumers expect devices that can do a number of different things well. A”purpose built reading device” is just going to be a little too old fashioned for this generation. I hope I am proved wrong.

The Kindle will find its way to the US and UK on the 27th of August.