Amazon.com is keeping its Kindle eReader as far from the iPad as possible. Amazon’s CEO, Jeff Bezos, on Tuesday told investors at a shareholders meeting in Seattle not to expect a color Kindle.

Bezos conceded that adding a color LCD display to the Kindle would be easy, but said that adding color to the Kindle’s digital ink display was no small feat.

“The LCD display comes with some significant drawbacks for long format reading, among them is increased eye strain,” he said in a video of the meeting posted on Amazon’s Web site. Bezos also noted that backlit LCD displays also drain battery life and sun glare.

That said, Bezos noted that there are a few things brewing in the lab but that color on the Kindle is a ways out.

Bezos said that Amazon will continue to be a device for serious readers and that it will focus on one thing, reading.

“There are always ways to do the job better if you are willing to focus in on one arena,” Bezos said.

The Amazon Kindle currently sells for $279 and gets its wireless connectivity from AT&T’s network.