The front picture on Amazon show four, but that doesn't cover it.
There's the Kindle, and the Kindle Touch, and the Touch 3G, and the Kindle Fire.
Then there's the "Kindle Keyboard", formerly "Kindle" or amongst friends "Kindle 3". And the Kindle Keyboard 3G. Aaaaan then there's the big-screen Dx still being sold, though one wonders to whom, it has not really been successful anywhere I've heard.
And then don't forget, apart from the Fire and DX, there is an ad-free and an ad-festooned (or ad-infested if you prefer) version of each one. The ad-free version is 30-50 bucks more expensive.
So that makes... twelve different Kindles right now! Small wonder they simplify it a bit up front.
Oh, by the way, I have my new Kindle already!
Apart from me still wanting a lighter screen, it's a wonderful little device, is faster and so on, and yet markedly smaller and lighter (160 grams!) than the Kindle 3, it really does fit in a back pocket. I think pocket-ability really makes it into a different product.
And despite it having the simplest design of any Kindle yet, I also think it has the most attractive design, and probably the best usability too. (Unless one thinks a touch screen is needed, I'm not sure about that.) That's not a mean feat!
Of course one can always be critical, for example I think the bezel is slightly too silvery, it can give a distractive glare if you align the device too perfectly with the light. But on the whole, this Kindle is whole classes above the first generation, which I still have.