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The secret behind huge success of Kindle 2 was mainly due to its E Ink screen which attracted the heavy readers as the ink gave the impression to the readers that they were reading a book of paper.

Now Amazon is preparing the launch of Kindle 3 and the next generation Kindle will continue to target the heavy readers with its E Ink screen. However, this version of the e reading device will be much slimmer and will provide specialized reading experience.

The company has said that the device will focus on reading experience as it is very important activity.

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