August 31, 2011, 11:14 AM

Amazon's Kindle Cloud Reader kicks off new competition with Apple

Amazon sells e-books designed for its Kindle reader to consumers with iPhones and iPads, without paying a commission to Apple.

Amazon.com Inc. has come up with a way to sell electronic books to iPad owners without paying a commission to Apple Inc.

Apple charges a 30% commission on purchases made through apps downloaded from its App Store to such Apple devices as the iPhone and iPad. But Amazon last month introduced the Kindle Cloud Reader, which lets iPad users download e-books for Amazon's Kindle reader through mobile web browsers, and not an Apple app.

"This new reader enables Amazon to reach customers directly and bypass Apple's restrictions on in-app store links," says consulting firm Kantar Retail.

For now, Kindle Cloud Reader works on iPads only via Apple's Safari mobile browsers, and on desktops with either Safari or Google Inc.'s Chrome web browsers. Amazon says it also plans to support other web and mobile browsers.

"To make it easy and seamless to discover new books, we've added an integrated, touch-optimized store directly into Cloud Reader, allowing customers one click access to a vast selection of books," says Dorothy Nicholls, director, Amazon Kindle. m

thad@verticalwebmedia.com

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