Jeff Bezos, CEO and founder of Amazon, spoke at a shareholder meeting in Seattle was asked about the possibility of a Kindle with a color screen being released and admitted that it is still "a long way out." Citing the technical challenge of adding color to the electronic ink display, he stated that although things have been seen in the laboratory, they are "still not ready for prime time production."

The Kindle, launched in 2007, still has the edge in battery life, visibility in sunlight, and simplicity of use over the bigger multitasking buys like the iPad and other tablets with e-reader functions listed in their specs but with so many options coming available the Kindle may have a hard time keeping up. Bezos noted that the company had sold "millions" of Kindles since launch but would not provide an exact number.