With the holiday shopping season about to “officially” kick
off – and strong competition looming from both Sony and Barnes & Noble, Amazon
has announced some drastic improvements for the Kindle.Kindle dx

The online retailer says it has found a way to increase
battery life by 85 percent. This is for both new and existing models (a
firmware update is available now). With this, you’ll be able to leave your
Kindle on for seven full days (with WiFi activated) before you’ll need to

All Kindles will also now be able to read Adobe PDF files
natively (as opposed to the conversion process they currently undergo). And
users will be able to manually control screen rotation – a small, but very
welcome change
. Full details about the upgrade are available from Amazon.

The Kindle has a big leadership position in the eReader space,
but it will face its biggest competition in the coming months. The category is
expected to continue growing at a fast pace next year as prices start to fall.
Barring something unforeseen, analysts say, eReaders will be the ‘must have’
gift of holiday 2010. 

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