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Waterstones defends Kindle Paperwhite branding

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Waterstones has defended its policy of including its branding on all Kindle Paperwhite devices sold at its stores.

The bookseller was hit by a string of complaints from users who were unhappy about the firm's logo appearing as their e-reader's permanent screensaver.

The Kindle Paperwhite

© Amazon



Ad-supported Kindle models are sold in the US at a cheaper price, but Waterstones insists its screensaver does not constitute advertising in the traditional sense.

"It is our view that this screensaver does not constitute advertising and differs substantially to the advertising-supported Kindles available to the US market," the company said in a statement.

"The Waterstones screensaver is a non-dynamic, static image that will change infrequently and not advertise any specific product, offer or website. It is not possible to remove the Waterstones screensaver to replace it with the former Amazon screensaver.

"We apologise that this change was made without consultation, and hope it does not detract from or alter your reading experience."

The Kindle Paperwhite currently holds a customer feedback rating of two and a half stars on the Waterstones website.

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