Of course, those without a Kindle can read their e-books on the Kindle App for the iPad, iPhone, BlackBerry and Android devices. Gifters can choose a book in the Kindle Store, and send give the e-book as a gift by simply inserting the recipient’s email address. Recipients can redeem the gift in the Kindle Store to read on any Kindle or free Kindle app.

This is clearly a way to encourage and alert Amazon shoppers and the general public to the fact that they don’t necessarily need a Kindle device to access Amazon’s e-books and use their Kindle apps for e-book reading.

There’s no doubt that Amazon is betting on the Kindle as a big holiday seller, and is launching new ways for consumers to buy into the Kindle platform. A few months ago, Amazon revealed that magazines and newspapers will be available on Kindle apps and that users will soon be able to lend e-books for a two-week period.

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Authors: Leena Rao

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