Amazon Launches Kindle Web Based Cloud Reader

Amazon has been working on a web client for its Kindle ebook store for quite a while now. It debuted a first iteration late last year, albeit with a different scope, but is now introducing a new product which brings the entire Kindle experience to the browser.

Amazon Kindle Cloud Reader enables users to read books from the Kindle store entirely in their browsers, bypassing the need for a dedicated app.

This is the same route that Google went for its own eBooks store, but Amazon was spurred especially by Apple's latest changes to the App Store terms of service for app developers which meant that the company would have to fork over 30 percent of Kindle book sales revenue to Apple.

"Today, Amazon.com announced Kindle Cloud Reader, its latest Kindle reading application that leverages HTML5 and enables customers to read Kindle books instantly using only their web browser - online or offline - with no downloading or installation required," Amazon announced.

The app is made possible by HTML5 and advanced capabilities, like local storage, available in modern browsers alone.

For now, the Kindle Cloud reader works on Safari, on the iPad and on Macs, as well as in Google Chrome regardless of the operating system.

Uses will feel at home in the new web app, all of their books will be available instantly. Kindle Cloud Reader enables users to do anything they can do with a native Kindle app or the device itself.

"As with all Kindle apps, Kindle Cloud Reader automatically synchronizes your Kindle library, as well as your last page read, bookmarks, notes, and highlights for all of your Kindle books, no matter how you choose to read them," Amazon explained.

While the Kindle Cloud Reader works in any (supported) browser, one of the advantages of the web, it's clear that Amazon is targeting the iPad in particular especially since it won't be able to sell books via its native Kindle app, unless it agrees to pay Apple a 30 percent cut.