Amazon announced that its new Kindle Voyage device is now shipping. The company unveiled it last month along with a handful of other Kindle and tablet devices.

Amazon considers it its most advanced Kindle to date. It has a new design, and the brightest, highest-resolution display for a Kindle so far. It’s $199.

“Kindle Voyage is designed to disappear so you can lose yourself in a story,” said Dave Limp, Senior Vice President, Amazon Devices. “This is the most advanced Kindle we’ve ever built. Customer response has been overwhelmingly positive, and we’re working to build more as fast as we can. We can’t wait to get Kindle Voyage into the hands of readers starting today.”

The device has been getting pretty good reviews from all kinds of credible tech publications, so it’s likely going to be a hot seller with the holiday season approaching.

More on the device here.

Image via Amazon