Unfortunately you can't adjust it. The screen can display 8 shades of gray--if you had an image of a bulls-eye that needed 10 different shades of gray to see the different bands, it wouldn't be able to.
The lightest shade it can depict (the background on a page of text) is reportedly a bit darker than some other readers, making the overall contrast (between the black text and the background) relatively poor. I find it acceptable (and I read in some pretty darn dark environments), but my Dad says he can't read it at all. Would I *like* it to have better contrast? Sure. But it doesn't and there ain't nuthin' I can do about it, and the contrast is OK enough for me to read quite comfortably, so I don't have any real complaints there.
If you find yourself straining and constantly wishing for better contrast after you've given yourself a fair shot at getting used to it, you probably should return it.....
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