The Amazon kindle ebook reader is now Amazon’s best selling product. It currently has, in either Kindle 2 or Kindle DX format, 60% market share in the USA – it’s main competition currently being the Sony PRS reader. The market is developing rapidly and new readers – from Sony, Barnes and Noble and Apple to name but a few – are certainly a threat to Amazon’s dominant position. However, it seems unlikely that Amazon will sit on their hands and watch these upstarts eat their lunch. Having been such a strong driving force in the e-book reader market to date it seems likely that Amazon have more than a few tricks up their sleeve. It will be interesting to see how the e-book reader market develops. Hopefully the high level of competition will drive prices down further to the benefit of consumers.