Phillips, Samsung and an array of startups have taken a crack at electrowetting displays, but Amazon may finally have a way to make them competitive with LCDs. USPTO When Amazon unveiled the unique display panel of its Paperwhite Kindle e-reader, it revealed two impressive facts: The first is that Amazon’s internal hardware engineering team is more sophisticated than Amazon’s line of decent but not so revolutionary tablets and e-readers would suggest. The second is that the company had been incubating the display tech in the Paperwhite for almost a decade. This second fact is right there in the promotional video for the Paperwhite display, in which Jay Marine, vice president of Kindle at Amazon, says “in many ways, we’ve been working on this for 8 years.”Amazon is increasingly a company that, like Apple and perhaps the newly Google-ified Motorola, is good at understanding how to sell technology not as an end in itself, but in service of the user’s experience. And the Paperwhite display is a great example of this. While Amazon likes to obfuscate this fact, the underlying black and white electronic ink display in the Paperwhite isn’t made by Amazon, but its old partner (and holder of many patents on the technology) E Ink.