When you look at Amazon, you probably see the largest book seller in the world and America’s largest online retailer. It’s easy to forget just how radical Amazon were when they launched back in 1994 and how tough it was for their new way of buying books online to become accepted and profitable. It was the back end of 2001 before they made their first ever profit. However, now they have a strong association with books – and they really know what the book buying public wants. That’s one of the main reasons why their latest radical change in book selling – the amazon kindle reader – has been such a huge success for them. They know what people who read want.

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