The Nookcolor can be used for reading digital books, magazines, newspapers and children's books. It runs on Google Inc.'s Android operating system.
The company announced Tuesday that it will begin pre-orders at its stores on Wednesday and begin shipping in mid-November.
E-readers are expected to be popular holiday gifts. Competition has exploded over the past year with new models and price cuts for Amazon.com's Kindle and offerings from Kobo, Sony and others.