Mobile Marketer has re-launched! Click here to learn more! launches Kindle reading app for iPhone has introduced Kindle for iPhone and iPod Touch, giving consumers access to 240,000-plus books, including 104 of 112 New York Times Bestsellers.

Amazon's new Whispersync technology saves and synchronizes a customer's bookmark across their original Kindle, Kindle 2, iPhone and iPod Touch, so customers always have their reading with them and never lose their place. Kindle customers can read a few pages on their iPhone or iPod touch and pick up right where they left off on their Kindle or Kindle 2 device.

"Our vision for Kindle is to have every book, ever published, in any language, in print or out of print, all available in less than 60 seconds," said Cinthia Portugal, spokeswoman for Amazon, Seattle. "That's a long-term vision, but we're very happy with our progress so far -- and Kindle for iPhone is extending that reach further.

"This app enables Kindle owners to access their Kindle books even when they don't happen to have their Kindles with them," she said.

"It also provides iPhone and iPod touch users who don't have Kindle, for the first time, the ability to purchase Kindle content from a Web browser and read books from our massive selection of over 240,000 Kindle books."

Kindle is Amazon's portable reader that wirelessly downloads books, blogs, magazines and newspapers to a high-resolution electronic paper display that looks and reads like real paper.

Amazon is targeting the mass market with its Kindle app.

"We invented Kindle and the Kindle for iPhone with all readers in mind," Ms. Portugal said. "We think that anyone who reads will be delighted by the reading experience that Kindle makes possible."

The application lets customers bring their Kindle books with them wherever they go and takes advantage of Apple's Multi-Touch user interface.

With the new Kindle for iPhone and iPod touch application, customers can shop for books on their Kindle or online at and wirelessly transfer the books to their iPhone or iPod touch.

Users can also access their entire library of previously bought Kindle books stored on Amazon's servers, adjust the text size of each book, add bookmarks and view notes and highlights.

Kindle for iPhone and iPod touch is available for free from Apple's App Store on iPhone and iPod touch or at

In addition to the 240,000-plus books available on Kindle, including most new releases that are available for $9.99 or less, customers can access newspapers, magazines and blogs that are delivered automatically with a subscription or individually.

"When we first sat around a table and starting thinking about the one Web site where we would like to advertise Kindle, we all laughed when we realized it was, because we happen to know some people there," Ms. Portugal said.

"We believe that the most natural customer for Kindle is the avid reader and that is the customer," she said.