The Kindle Touch has launched for pre-order in the UK, with the 3G version weighing in at a whopping £169.
The Kindle Touch is the flagship e-ink device from the US company and will actually arrive for UK customers on April 27, with pre-orders opening from now.
"The Kindle Touch with 3G hits a great spot for customers," a spokesperson for Amazon told TechRadar.
"You can get a Wi-Fi only Kindle but if you want a device that is a top of the line ereader then wherever you are you can download a book in 60 seconds.
"It's also got this touch technology that is hugely innovative. The way in which we looked at the screen was very different from other people where we said 'where do people actually click on the page?'.
"We're excited – we don't break out sales but we think people are going to like it and we've seen that in the US."
However, the pricing of the device is likely to raise eyebrows. In the US, the Wi-Fi only Kindle Touch is priced at $99 and the 3G version $149, whereas the UK versions will go on sale at £109 and £169.
At the latest currency rates that works out at a cost of $172 and $267 respectively.
There are always discrepancies between UK and US pricing – normally blamed on tax and the increased cost of rents and store leases in Britain, but in this case also because of an advertising deal in the US that displays messages from sponsors when the screen powers off.
"The $149 Kindle Touch includes special offers, which are screensavers and deals that are sponsored by a variety of companies," explained an Amazon spokesperson.
"This option is only available in the US and without special offers US customers will pay $189 [around £118] plus local taxes and shipping costs."
In the meantime, the Touch will still likely prove popular – bringing some key advantages over tablets in terms of reading.
"E-ink is certainly going to continue to be around, added the spokesperson. "We heard loud and clear that our customers are big readers and we know they love e-ink.
"We talk about long-form reading versus snack reading – when you're going to sit down for an hour the device you pick up is the e-ink device."