Amazon is shaking up the e-reader market with the introduction of the Kindle Colorsoft, a color e-reader that diverges from traditional e-ink technology by using a proprietary system with five filters and front lighting to create soft, eye-friendly colors. This innovation addresses long-standing customer demand for color while balancing factors like battery life and image quality. Although the battery life is shorter than monochrome models, enhancements like a larger battery and oxide technology help mitigate this. The Kindle Colorsoft, which is waterproof and supports wireless charging, offers up to eight weeks of battery life and is priced at USD280, making it more expensive than the Kindle Paperwhite but cheaper than the Kindle Scribe. Available for pre-order, it ships on October 30, promising a new reading experience for comics and highlighted pages while maintaining a monochrome design for standard text.