Abstract

The case discusses various aspects of Amazon’s marketing of its Kindle series of eBook readers, with particular emphasis on the pricing of the product as well as the eBooks and other content available for the reader. It also describes some of the efforts made by Amazon to promote the Kindle among newspaper readers and the student community.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Pricing approaches
• and Product line extension.

Keywords

Amazon, Kindle, pricing, publishing industry, iPod, iPhone, eBook, eBook Readers, newspaper industry