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Update, 9:20 A.M. — Looks like it’s official now, as Amazon has put the product page for the new Kindle Paperwhite back online here. The WiFi version with ads goes for $119, and $139 without ads. The 3G Paperwhite will sell for $189.

Amazon says that the new Paperwhite battery will last eight weeks, based on 30 minutes of reading per day, wireless off and the light setting at 10.

Original story:

When we noticed Amazon’s Kindle Paperwhite Wi-Fi out of stock on Monday, it looked like the Seattle online retail giant was getting ready to launch a new product.

Turns out that’s exactly what a leaked product listing for a new Paperwhite device — which has since been taken down —showed this morning (photo above). Users at a Croatian forum noticed that Amazon briefly posted a page showing the next-generation Kindle Paperwhite, which is set to ship Sept. 30. According to the product page, the new Kindle features a higher contrast display, better lighting, a faster processor and new integration with the reading social network Goodreads, which Amazon acquired this past March.

While most of the listed improvements aren’t anything groundbreaking, the Goodreads aspect should be interesting to check out. Amazon says you’ll be able to “see what your friends are reading, share highlights, and rate the books you read with Goodreads on Kindle.” There’s also “Kindle FreeTime for Paperwhite,” which awards children achievements for reading.

The product listing showed the WiFi version going for $119 and the 3G e-reader for $189.

Amazon today also unveiled a new service called Kindle MatchBook, which allows customers who’ve purchased books via over the past 15 years to convert those titles into Kindle copies, allowing readers to enjoy them in the new format.

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