Amazon has unveiled its latest Kindle eReader with a new low price of £69.

The online retain giant has undercut itself by £20 with its latest generation Kindle. The device will go on sale next week on 12 September for just £69. See also: As it happened: Amazon Kindle Fire event

£69 Amazon Kindle

Van der Meulen, VP of Kindle at Amazon said: "Today we are excited to introduce the new latest-generation Kindle—still incredibly small and light with all the features customers love about Kindle, including a high-contrast e-ink display that reads like real paper, with no glare, even in bright sunlight—now even faster and with new, improved fonts. Plus, we lowered the price to an amazing £69. At this incredible price we expect to see millions more readers in the UK joining the Kindle community."

The £69 Kindle uses new fonts and features 15 percent quicker page turns. It weighs170g and has the “if it aint' broke don't fix it” 6in e-ink screen.

As per usual Amazon has thousands of books on offer to download as well as subscriptions to magazines, newspapers and blogs. The £69 Kindle can hold up to 1,400 with automatic cloud backup.

As part of Amazon's bumper announcement, featuring the Kindle Fire HD, it revealed the Kindle Paperwhite – a version of its eReader with a back light for reading in the dark. Unfortunately this will only be initially available in the US.