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4th July 2009

Kindle harnesses 'Oprah Effect'

27.10.08

A number of observers are discussing the "Oprah Effect" on Amazon's Kindle, following the talk show host's enthusiastic endorsement of the e-reader last week.

Media commentator Greg Sandoval writes on CNET that it is "unclear is how much impact her endorsement will have on the Kindle. The good news for Amazon is that Oprah's adoption of the Kindle is a signal that the device is transitioning from early adopters to the mainstream. Amazon played up Oprah's glowing testimonial by posting clips of her show on its front door."

Also on CNET, Dan Farber writes that "Jeff Bezos loves to talk about the Kindle e-book reader".

"Every time I go to Amazon I am greeted with a huge Kindle ad that takes up most of the screen space," he writes. "Amazon's computers know that I have seen this ad hundreds of times but they persist in showing it to me instead of products that are based on my viewing and purchase history and would have a higher probability of getting me to spend money."

He hopes that "Perhaps with Oprah's help and a new and improved version due next year, the Kindle will achieve escape velocity and Amazon can stop showing me the annoying Kindle ad and disclose how many units have been sold."

Martyn Daniels on Brave New World, meanwhile, points out that Winfrey's report on www.oprah.com reads "like Jeff wrote it or it was taken straight from the Kindle promotion page".

CNET

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