Borders, America's second largest book shop chain, has unveiled its own electronic book reader, the Kobo. The firm also said it will sart selling e-books in June.
The device will compete with Amazon's Kindle, the Nook from Barnes & Noble, Sony's e-reader and Apple's iPad.
It measures 4.7 by 7.2 inches, weighs in at eight ounces and houses a six-inch e-ink grey display. It costs just $149 - $100 less than both Nook and Kindle.
However the Kobo doesn't connect to the Internet on its own. It has to be hooked up to computer or smartphone via USB or Bluetooth in order to download books.
The device comes with 100 classic books preloaded. It will support Epub, PDF and Adobe's DRM formats and has an expansion slot to add to its 1Gb of memory.
It is manufactured by Canadian company Kobo, Inc., in which Borders has a significant investment.
The device is available for pre-order now and ships on June 17,
"We are giving consumers the flexibility to read the content they want on a variety of devices of their choosing," Borders group interim president and CEO, Mike Edwards, said in a statement. "The Borders eBook store will be positioned as a device-agnostic, content-focused destination with expertise from decades of deep book knowledge and experience."
Borders said its online book shop will offer more than a million titles when it opens in June.
Borders UK was a separate company when it went bust last year -unable to cope with the likes of on-line Amazon.