A few months ago, Amazon revealed that magazines and newspapers will be available on Kindle apps and that users will soon be able to lend e-books for a two-week period. There’s no doubt that Amazon is betting on the Kindle as a big holiday seller, and is launching new ways for consumers to buy into the Kindle platform. This is clearly a way to encourage and alert Amazon shoppers and the general public to the fact that they don’t necessarily need a Kindle device to access Amazon’s e-books and use their Kindle apps for e-book reading. Someone Else’s Shoes: The No 1 Sunday Times bestseller from the author of Me Before You and The Giver of Stars.

Recipients can redeem the gift in the Kindle Store to read on any Kindle or free Kindle app.

Gifters can choose a book in the Kindle Store, and send give the e-book as a gift by simply inserting the recipient’s email address. Of course, those without a Kindle can read their e-books on the Kindle App for the iPad, iPhone, BlackBerry and Android devices. The normally data shy Amazon also revealed that the Kindle is the most gifted item in the company’s history, and that “millions” of people are using the Kindle or Kindle apps to read books. So a recipient doesn’t need a Kindle to even receive an e-book. Amazon issued a release today that customers can now give any of the 725,000 Kindle books to anyone with an email address. With the holiday shopping season in full swing, retailers are clamoring to publicize their sales, deals and more.

Kindlebook store