Amazon finally has a color Kindle, and it looks pretty good

Making the Colorsoft happen, Amazon executives said at a launch event on Tuesday in New York City, required a lot more than just swapping in a new display. “Frankly, the technology just wasn’t ready” before now, says Kevin Keith, who runs Kindle products for Amazon. “And we now think the tech is ready.” (Kobo, Remarkable, and others might disagree that it wasn’t ready before.)The Colorsoft is based on E Ink’s Kaleido technology but uses an entirely new display stack for Kindles, all the way back to a newly designed oxide backplane that makes it easier for E Ink panel’s tiny bits of ink to move around quickly. The E Ink world has been working on similar tech for a while, and Amazon thinks it’s the key to making color work well. The Colorsoft has new LED pixels, and a new way of shining light through them individually to enhance colors. It’s also brighter than ever, to help the whole thing feel more vivid. Some of this tech also helped the new Paperwhite turn…