In the seven years since its debut, Amazon's popular e-reader, Kindle, has changed quite a bit.

Tech review site GadgetLove put together a hypnotizing GIF showing Kindle's development since 2007. And the changes are pretty remarkable.

The GIF starts with the boxy first-edition Kindle in all of its rectangular glory. It then rapidly progresses through the subsequent generations all the way up to the Kindle Paperwhite. A notable change among the five different Kindles shown is the diminishing number of buttons and keys until they are done away with altogether. The logo also gets a makeover, dropping the Amazon brand from the front of its name by the fourth generation.

Amazon recently began its foray into smartphone technology with the Fire phone, which was introduced at a company event in June.