Visit Amazon.com’s home page and you’ll learn that the Kindle is the retailer’s best-selling product (even beating out 50″+ rear-projection televisions). That’s not too surprising given the momentum of the category as well as its shipping-friendly dimensions. But the Kindle’s success at Amazon has also been helped by the device being sold exclusively there, whereas Amazon must compete with other retailers for nearly all of its other products.
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One of the open questions surrounding the iPad that has quickly come to the fore in light of the recent Amazon-Macmillan brinksmanship is to what extent the device will jeopardize sales of e-readers. This is particularly true of the market-leading Kindle, upon the metaphorical shoulders of which Steve Jobs said Apple stood.
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To butcher the universal application of an old cliché regarding books and their covers, don’t judge an electronic book market’s profitability by its hardware. The industry has been obsessed with guessing the number of Kindles Amazon has sold, but that doesn’t tell the whole story of the device’s success. Since the Kindle is a $300 vending machine for Amazon, it can be a sustainable venture for the e-tailer even if it never cracks the mass market or achieves market share dominance.
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Consumer Technology, Uncategorized | Ross Rubin, Executive Director, Industry Analysis | 
April 28, 2010 11:10 am | 
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