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 . The device is Amazon's first self-illuminating e-ink reader.