Amazon (AMZN) Swaps Kindle Name From Back of Latest Paperwhite

Amazon.com (Nasdaq: AMZN) changed a lot of things with its new Kindle Paperwhite. However, one thing is more unsual than the others.

As pointed out by AllThingsD on Tuesday, Amazon's latest device dropped the "Kindle" name on the back panel, opting to simply go with "Amazon."

The move comes as Amazon is looking to take its wares into more international markets. A recent survey conducted by the company found that most consumers outside the U.S. were more familiar with the Amazon brand name versus Kindle device name.

AllThingsD cites Amazon Kindle product management VP Peter Larsen on the information.

While the front of the device will still say Kindle, the back is what others notice while you're reading and that might drive more sales.

Shares of Amazon ended Tuesday's session up 2.8 percent.

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