Amazon has enabled the capability of customers to gift Kindle e-books to others, needing only an email address for the recipient.
With Kindle e-reader applications for a variety of mobile devices such as the iPhone, iPad, Blackberry and Android handsets as well as PC and Mac applications, recipients of e-book gifts this Christmas will not need a dedicated Kindle reader of their own.
All that’s needed is to press the ‘Give as a gift’ button, enter the recipients email address (being sure to spell it correctly) and an appropriate gift message and Amazon will send an email with the gift message and details of how to download the book.
"We’re making this functionality available in time for the holidays to offer an easy, stress-free holiday shopping option for anyone — not just Kindle owners," said Amazon Kindle boss Russ Grandinetti.
Amazon also said that customers reading e-books on the Kindle and software applications numbered in the millions but has not revealed further usage figures of the dedicated reader versus software platforms. The company also said that the Kindle was Amazon’s best selling, most wished-for and most ‘gifted’ the etailer offers.