Amazon. com released its third generation Kindle reader on Wednesday. The price of this reader will be $139 for the Wi-Fi.

Amazon. com CEO, Jeff Bezos says that a regular update of more strong and cheaper version of Kindle e-reader has made it so progressive in the downloading market. He said that the website has set very high standards for it, therefore, new things are being added to the e-reader very quickly.

At present, there are various options of digital reading devices online, and Apple is also planning to take a plunge in the field by offering e-books on iPad tablet computers.

Mr. Bezos has said Kindle e-reader would soon overweigh the hard cover books sales. He said the Kindle was launched only 33 months before and place it has held in such a short duration, is really amazing. There are approximately 600,000 titles in the Kindle and also, 1.8 million titles of pre-1923 times. These pre-1923 books can be downloaded for free.

According to Jeff, the electronic display makes the readers comfortable. The availability of 3G wireless in this reader by Amazon. com makes the download of a book possible only in 60 seconds. Increasing popularity of tablet computers and iPad has added to the success of Kindle, as the people are more easily connected to the Internet these days.

BlackBerry, Android, iPad, iPod Touch and iPhone users can access to the reader on their devices.

He said that he aims to make the Kindle the best bookstore of the world, and will try to add applications for different devices like laptops and LCD- based devices.

Amazon has 60% of the online reading market.