Amazon is making the e-book cool again. Well, sort of. While the question of e-book popularity would be an interesting one, there is little doubt that when Amazon throws it’s weight behind it, things happen. What are they doing? Amazon Kindle. You can check out Engadget’s coverage of the launch.

Kindle is an e-book reader Amazon has released for $399. It will allow you to wireless buy e-books from Amazon and read them on the Kindle. You can also read several major newspapers and get to Wikipedia. It uses EVDO to access the internet wirelessly, without any cell phone plans or any additional baggage.

All in all, the device looks pretty cool, feature-wise. It will be interesting to see some details on it’s operating system. Also, if it cannot access the raw internet as is, it would be interesting to watch people try.

While it looks like a fairly evolutionary device, it is a bit of an eye sore. The thing looks more like a label maker with a big screen. And, I don’t care what anybody says, electronics look better in black. But, Amazon makes it white?