December 7, 2010, 4:35 PM

Amazon punches back at Google’s eBookstore

The world’s largest online retailer expands Kindle for the Web.

Zak Stambor

Managing Editor

Lead Photo

Yesterday Google Inc. launched a direct attack on Amazon.com’s Kindle store with the opening of the eBookstore, which sells e-books that are accessible from just about any web-enabled computer or mobile phone.

And today Amazon.com punched back.

Amazon, No. 1 in the Internet Retailer Top 500 Guide, today expanded Kindle for the Web to allow anyone with access to a web browser to buy and read full Kindle books without requiring a download or installation of a Kindle application. The offering previously allowed consumers to read for free first chapters of Kindle books through web browsers.

While Google says it plans to allow bookstores and other retailers to sell its e-books on their own sites, Amazon’s offering now allows bookstores, other retailers, authors, bloggers, and other web site owners to embed a widget on their sites that enable them to sell Kindle books from their own sites.

"Anyone with access to a web browser can discover the seamless and consistent experience that comes with Kindle books,” says Russ Grandinetti, vice president, Kindle content.

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