Amazon announced a new version of the regular Kindle on September 6, 2012. It starts off at $69 for an ad-supported version and $89 ad-free version. The new Kindle has a black case, better contrast, and hand-tuned fonts. It has 15% faster page loads and is the lightest Kindle at 170 grams.
If you are an avid reader, the $69 Kindle 5 is the best bang for your buck.