PCWorld's Melissa Perenson gave the (the new one) four out of five stars in her recent review, and Consumer Reports says Barnes & Noble's e-reader is even .

What's Amazon to do? Well, in my role as armchair pontificator, I feel compelled to offer Amazon a bit of unsolicited advice. Here are five ways that Amazon can regain the competitive edge in the e-reader race.

1) Optional backlight: Barnes and Noble already offers a ($249), and recent reports suggest Amazon will launch an iPad-style later this year.

But how about an e-Ink reader with a backlight that you can turn on or off? Kindle's E-paper screen is easier to read outdoors than a glossy backlit display--a fact Amazon stressed in a --but it's nearly impossible to read in low-light environments. An optional backlight would be a competitive advantage, even if it makes the Kindle a bit pricier than its competitors.

2) $99 price: Yes, Kobo is already selling its , but that's a "" deal for a closeout model.