Amazon wants to turn the iPhone into an e-book reader
The evolution that Amazon is having, from an online store to find ways that users can read books anywhere and incidentally improve the experience as much as possible.
After launching the Kindle, and the Kindle 2, decide to publish a free application for the iPhone of the same name that allows you to download and read e-books compatible with (forgive the redundancy) the Kindle and replicate many of its functionalities.
What I found most interesting is how Amazon it manages to synchronize what you have bought and what you have read between devices through a feature they call WhisperSync; For example, if at night you read up to page 47 of a book using the Kindle, when you want to continue reading it in the iPhone, it will open right where you stopped reading. Likewise, all the titles purchased on one of the devices appear automatically on the others.
Still read books in the iPhone not ideal, so I highly doubt that Amazon see negative effect on Kindle sales after launching the app. At the moment it is only available for App Store users who are within the United States.
For the rest of us I recommend Stance, a free e-book reader for iPhone or ipod touch, which works quite well, including online purchase of titles directly from the app.