Kindle Paperwhite is an e-reading device that is designed and marketed by the e-commerce giant Amazon. The device allows the customers to read, download as well as browse e-books, magazines, newspapers, and all other digital media by means of a wireless network to the Kindle store. All Kindle devices can be integrated with the content present in the Kindle store. As of March 2018, the Kindle store has more than 6 million e-books available in the country.

In November 2011, Amazon released the Kindle Fire tablet computer. This was the second best-selling tablet after the Apple iPad. It was built with Quanta computer and featured a 7-inch screen with a multi-touch display with IPS technology.

On September 6, 2012, Amazon announced the Kindle Paperwhite (1st generation) and it was released into the market on October 1st of the same year. It has a 6-inch screen, 212 PPI E Ink Pearl display (758×1024 resolution) with 4 LED’s built-in for illumination of the screen. The light is the most important feature of the Kindle tablets as they allow the user to adjust the effects to suit their requirement. The battery life is up to 8 weeks of reading with light usage.

The Kindle Paperwhite 3rd generation, also known as the Paperwhite 3 and Paperwhite 2015 was released into the market on 30th June 2015. The screen size is the same, however, the other configurations of this model include 1440×1080, 300 PPI E Ink Carta HD display. This is twice the pixels of the original Paperwhite. This Kindle allows 3GB storage and can display PDF files and has other functionalities such as selection of text and translations. The battery life of this device is 6 days if used for half an hour a day.

With the advent of Amazon, people preferred to buy books from the comfort of their homes. When Amazon released their Kindle e-readers, mortar bookstores faced huge losses. In order to survive this stiff competition, one of the popular mortar bookstores, Barnes and Noble released a cheap e-reader called NOOK® e-Reader. NOOK® e-Reader is supported on Android platforms and they have partnered with multiple third-party users and made it available on devices such as Samsung tablets and phones.

Currently, Amazon Kindle has a larger customer base due to their ease in use as compared to the NOOK®. Also, Amazon has a wide variety of cheap Kindle tablets and the customers can choose what suits them best.