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Amazon intends to fight back with a thinner, sharper and more responsive Kindle that will be introduced later this year against Apple’s red-hot iPad.

According to Bloomberg, Amazon will introduce a new version of its popular e-reader in August. It will boast a thinner build, sharper contrast, and faster page-turning. However, it will not be a touchscreen device, nor will it boast color.

Apple is gunning directly for Amazon’s e-book business with its iBooks store, which publishers have embraced as an alternative to Amazon’s long-standing dominance in the e-book space.

The iPad’s multitude of uses and starting price point of $499 are a threat to the Kindle, although the iPad’s LED screen isn’t as well suited as the Kindle for extended reading. The Kindle utilizes black-and-white e-ink technology to make reading on the device less strenuous on the eyes.