Kindle Paperwhite so popular, new orders will be paper-late

Amazon said new orders won't be shipped until October 22 due to high demand.

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If you waited until now to buy Amazon's new Kindle Paperwhite, you'll have to wait a bit longer to actually get it in hand. Amazon said any new orders placed today won't be shipped until October 22 -- three weeks after the original October 1 shipping date.

"Due to popular demand, orders placed today are expected to ship the week of October 22nd. Limit five per customer," reads a note on the device's order page.

Those who preordered their device need not worry. The company said it is shipping orders on October 1 as planned.

Amazon unveiled the Kindle Paperwhite device earlier this month as one of its trio of new tablets. The device is Amazon's first self-illuminating e-ink reader.

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