Since it was first released way back in November of 2007, the Amazon Kindle reader has consistently been the best e-book reader on the market. That is the secret behind its considerable success to date. Back in 2009, when almost all the electronics manufacturers was rushing to get an e-book reader of their own to market, any new reader which showed the slightest promise was instantly dubbed the “Kindle Killer”. The simple reason for this is that the Kindle was, and still is, the industry benchmark.

The recent release of the enhanced third generation Kindle reader has widened the gap between Amazon’s reader and the following pack even further. It’s worthy of note that the latest Kindle killer isn’t even an e-book reader at all, but Apple’s iPad. This is a very different device with a much higher price tag and, when looked at as an e-book reader, one which suffers in a number of areas in comparison with the Kindle.

The new enhancements include extended battery life, a doubling of memory capacity, quicker page turns, an enhanced PDF reader and a higher contrast display. The same 6″ display is now housed in a smaller, lighter case – which is now offered in a choice of graphite or white. Amazon has also unveiled a Wi-Fi only entry level Kindle for customers who don’t anticipate the need for a 3G connection. This is priced at just $ 139 – getting close to the $ 99 impulse buy threshold for personal electronic devices. The Wi-Fi plus 3G model is available for $ 189.

As well as these various technical improvements, and almost unnoticed by many, Amazon opened a separate Kindle store for the UK market. UK residents will now be able to purchase their readers locally instead of having an international version shipped from the States. This only took a few days to do – but some customers may have been put off by exchange rates and having to use a credit card (debit cards are more common in the UK). Amazon has just launched a major TV advertising campaign in the UK and it may be that this, combined with the “local” UK Kindle store could lead to a lot of sales for them. If the venture proves to be successful, further local stores could open for France, Germany and the other countries with local Amazon websites.

Shortly after the release of the third generation Kindle Amazon had, for the umpteenth time, sold out of the devices. Customers are waiting for three to four weeks before their Kindles can be shipped and readers are being despatched on a first come first served basis. All things considered, there’s absolutely no sign that demand for the Kindle is falling off – which is hardly surprising given the quality of the product.

Reports of the Kindle’s demise have proven to be premature in the past, and that is still the case. The Kindle and the iPad are completely different devices and there’s very little point in trying to compare them with each other. The Kindle is, by a long way, the best e-book reader available on the market. That’s why it will not only survive, but continue to sell very well – and it’s also why Amazon will remain an influential player in the future of the digital publishing market. some people who prefer to keep reading traditional printed books – both hardback and paperback editions}. Some people will transfer to an e-book reader, in which case the Amazon Kindle will be the most popular choice (as will Kindle books). Others will be primarily interested in surfing the net, watching videos and playing games when they’re out and about, reading only the occasional e-book from time to time – and they will most likely choose an iPad. You will be able to get your reading material from Amazon, whatever your personal preference is.

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