May 12, 2009, 12:00 AM

Amazon.com changes the way iPhone users can buy Kindle e-books

Previously, to purchase e-books, users of Amazon’s Kindle for iPhone and iPod Touch mobile app had to buy e-books outside of the app, on Amazon.com on a PC or the mobile device. Now they can make purchases without ever leaving the app.

Amazon.com Inc. has launched a Kindle Store optimized for the Safari web browser on the iPhone. Now when users of the Kindle for iPhone and iPod Touch e-reader app click on Get Books, the new Kindle Store tailored for the size and shape of the iPhone and iPod Touch screens automatically opens in Safari, and without leaving the Kindle app.

Previously, customers using the Kindle app had to go to a regular PC, access Amazon.com, purchase e-books there, and have them synchronized with their mobile app the next time they opened it. They also could access Amazon.com via the iPhone and perform the same process. Now the mobile-optimized Kindle Store offers iPhone and iPod Touch app users quicker and easier access to the Kindle Store’s 280,000 books.

“The response to Kindle for iPhone has been tremendous. Customers love the convenience of accessing their Kindle books whenever and wherever they want, plus the convenience of not having to remember or locate their last page read because Whispersync does that for them,” says Ian Freed, vice president, Amazon Kindle. “The most common feedback we heard from customers was that they wanted a better experience for purchasing new Kindle books from their iPhones.”

Amazon.com, No. 1 in the Internet Retailer Top 500 Guide, introduced the Kindle for iPhone and iPod Touch app, free through Apple’s mega-popular App Store, in March. Until then, Amazon.com seemed to be focusing its e-books strategy solely on its own Kindle e-book reader hardware. Now the millions of iPhone and iPod Touch users can bypass the Kindle hardware entirely, purchasing e-books through Amazon and reading them on their mobile devices.

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