The surfacing up of actionable metadata on the new Amazon Kindle HD with the tools called X-Ray, is one of most significant, of the new launch, says analyst Ashley Swartz in her weekly commentary on Beet.TV

While limited at the launch to surfacing related information on films, the tool will likely be used to serve contextual advertising, she says.

Swartz is the founder of Furious Minds, a New York-based digital consultancy and former head of the interactive television practice at Digitas.