Amazon launches Kindle Web; Read e-books via browser, embed them

Amazon launched Kindle for the Web, a set-up where consumers can read and sample e-books via Web browsers without a download or installation.

Amazon on Tuesday launched Kindle for the Web, a set-up where consumers can read and sample e-books via Web browsers without a download or installation.

In a nutshell, Amazon will allow you to read the first chapter free on a book product page (statement). These chapters can also be shared through Facebook, Twitter and e-mail like other Web content. Amazon said it will optimize for mobile browsers in the future.

The game plan for Amazon's Kindle platform is to be everywhere. And it is via apps---Amazon even launched an app for Research in Motion's PlayBook tablet. However, Amazon is opening Kindle books to the Web, a move that Apple probably won't replicate. The Kindle for the Web effort also puts Amazon's format on the Web to head off Google's e-book ambitions.

Bloggers, authors and writers can also embed these Kindle chapters. Amazon will pay referral fees for complete book purchases. It's a tried and true model for Amazon and one that makes sense given the bevy of tablets about to hit the market.

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