To get a better read of their customers, JPMorgan Chase and Visa have become the initial sponsors of Amazon.com's new advertiser-supported Kindle e-book device.

E-readers such as the Kindle allow users to set their own pictures to display on the screen after they have stopped reading. The new discounted Kindle, which costs $25 less than the standard $139 Kindle, replaces these screen saver images with advertisements. The device is expected to include a feature called AdMash that allows consumers to choose which version of an ad they prefer to see.

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