Amazon has been an important, quite possibly the most important, player in the development of digital publishing using both their Kindle reader family and their huge library of Kindle books as development and marketing tools. November 2007 saw the launch of the original Kindle. Amazon followed up with the upgraded Kindle 2.0 in February of 2009, and the large display Kindle DX model launched in the summer of 2009.

The Kindle readers dominated the market and took a 60% share of all e-book reader sales in the USA. The Sony reader, which was actually launched in 2006 before the Kindle, followed in second place with a share of around 35%. Other companies saw the potential of the e-book reader market and launched or updated their own readers to get a slice of the pie.

Competitors like Plastic Logic, Sony, Bookeen, iRex and Barnes and Noble fought for their share of the rapidly growing market, but Amazon’s lead position seemed to be almost impregnable. It was only with the launch of the Apple iPad that any credible competition emerged – slightly surprising since the two devices are very different and are, you would suppose, aimed at different market segments.

Nevertheless, since the release of the iPad, e-book reader prices have pretty much gone into free fall. The Kindle 2.0, which retailed for $ 359 at its February 2009 launch is now priced at just $ 189. The Kindle DX, which has just had a mini makeover and now sports a new higher contrast screen, has had its price slashed from $ 489 to $ 379. Still a pricey piece of kit, but a lot cheaper than before and also way cheaper than even the entry level iPad (which also has a monthly connection fee associated with it). The price of the Barnes and Noble Nook reader has also dropped to just $ 199.

Although the iPad seems to have provoked a round of price cuts among the manufacturers of e-books, the same cannot be said about the price of the e-books to read on these devices. Prior to the launch of the iPad, Apple had negotiated a deal with the major publishing houses which let them set the price of their e-book editions at pretty much whatever they wanted – as long as they did not allow the same e-book to be offered cheaper on any other platform. This was seen as good news by the publishers, who had been unhappy with Amazon’s policy of selling all e-books for $ 9.99 or less.

Although Amazon had to modify their approach, it wasn’t all bad news for them – or for Barnes and Noble either. Amazon had always given the impression that they were much more interested in book sales – and e-book sales – than they were in hardware sales. How else to explain the fact that they had bent over backwards to make it possible to read Kindle books on such a wide variety of different devices? It’s possible to read Kindle books on the PC, the Mac, the iPod Touch, the iPhone, the iPad, the Blackberry and any mobile device that runs Android. The latest price movements mean that Amazon, and other companies such as Barnes and Noble – and now Apple – who have a significant stake not just in the sale of hardware but also in the sale of e-books, can adopt a policy of selling the hardware cheap and making their profit in the sale of e-books over the life of the reading device.

It may be that the future pricing of e-book readers and e-books will tend to favor such companies over manufacturers who are involved only in hardware production. Looking at the number of different devices which Kindle books can be read on, you would have to suspect that, whether or not the iPad becomes the reader of choice for many users, Amazon will continue to have a huge say in the future of books and e-books for the foreseeable future.

Learn more about the Amazon Kindle for yourself and view the wide range of Kindle accessories available to help you personalise your reader.

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