The books giant contacted another e-book seller called MobileRead asking it to take down instructions on how to get non-Amazon e-books onto the Kindle device.
The fact that the necessary software wasn't even hosted by MobileRead seems to have passed Amazon by, as does the possibility that enabling customers of other shops to read their books on the Kindle might help sales of Amazon's hardware.
One commenter on the MobileRead site, sent a clear message to Amazon CEO Jeff Bezos: "Jeff, if you are reading this, way to go! You've just given Amazon a black eye and your reputation has gone down the toilet. Well done!"
More hardware sales
MobileRead says it has complied with the take-down order, even though it believes there's nothing illegal about the software and that it just helps Kindle fans get more out of their hardware.
Amazon may be afraid Kindle users will buy the hardware, but seek out their e-books elsewhere, thereby cutting the book revenues that pay for its wireless connection to the Sprint network in the US.
Still, we always thought that was called customer choice – something Amazon seemed quite keen on recently.
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J Mark Lytle was an International Editor for TechRadar, based out of Tokyo, who now works as a Script Editor, Consultant at NHK, the Japan Broadcasting Corporation. Writer, multi-platform journalist, all-round editorial and PR consultant with many years' experience as a professional writer, their bylines include CNN, Snap Media and IDG.