Toronto’s Kobo Inc. has launched its latest e-reader, a wireless device with a touch screen that is priced to compete with the market-leading Amazon Kindle.

The new Kobo eReader Touch Edition is available for pre-order at retailers across North America including Indigo, Best Buy, Walmart and Borders for $139.99, or $129.99 US.

It will be in stores in early June, while the first generation Kobo Wi-Fi has been reduced to $109 and $99.99 US.

The original Kobo was marketed as a lower-priced, more minimalist rival to the Kindle and Kobo chief executive Michael Serbinis said the latest e-reader will sell in the U.S. for $10 less than the Kindle Wi-Fi device.

The e-book market has seen explosive growth, with U.S. sales tripling in February and Amazon recently announcing that it has sold more e-books than printed paperbacks.

Kobo, which has its own online bookstore, says it now has close to four million registered customers around the world and growth continues to accelerate.

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