<p>Amazon has launched its UK Kindle store, with its bestselling e-book, Stieg Larsson&#39;s <em>The Girl Who Played with Fire</em>, on sale at &pound;2.70, 66% off its list price.</p><p>While customers will have to wait until August 27th before Amazon.co.uk starts shipping its new Kindle models in the UK, the e-book store launched today with more than 400,000 titles available. </p><p>The list includes 84 of the Nielsen top 100 bestsellers with only books with heavily illustrated content unavailable.</p><p>Andrew Wylie&#39;s controversial Odyssey Editions, which the agent is selling directly through Amazon without a publisher, are also on sale. Norman Mailer&#39;s <em>The Naked and The Dead</em> is on sale at &pound;4.74 and Vladimir Nabokov&#39;s <em>Lolita</em> for &pound;4.84.</p><p>The price of <em>The Girl Who Played With Fire</em> contrasts sharply with that of its competitors. At Waterstone&#39;s, the same e-book is on sale at &pound;5.49 and at &pound;5.19 at WH Smith. The book is not available at the Apple iBookstore.</p><p>If a customer has pre-ordered a Kindle and buys Kindle books between now and when it ships, the titles will already be preloaded on the device.</p><p>Greg Greeley, Amazon vice-president for European retail, said: &quot;Amazon.co.uk has been a destination for millions of book customers since 1998 and our new Kindle Store introduces another way for passionate readers to take full advantage of our vast selection and great prices. </p><p>&quot;The opening of the UK Kindle store allows customers to buy content in pound sterling and offers a<br />great shopping experience including UK customer reviews, recommendations, bestseller lists and customer service.&quot;<br /><br />Amazon.co.uk highlighted the following titles as its initial bestsellers:<br /><br /><em>The Girl Who Kicked the Hornets&#39; Nest</em> Stieg Larsson (Quercus) &pound;2.70 (66% off<br />r.r.p.)</p><p><em>The Help </em>Kathryn Stockett (Penguin) &pound;2.79 (65% off)</p><p><em>One Day</em> David Nicholls (Hachette) &pound;2.79 (65% off)</p><p><em>The Lost Symbol </em>Dan Brown (Random House) &pound;3.41 (57% off)</p><p><em>The Legacy </em>Katherine Webb (Hachette) &pound;3.35 (58% off)</p><p><em>Eclipse</em> Stephenie Meyer (Hachette) &pound;3.14 (60% off)</p><p><em>I Shall Wear Midnight </em>Terry Pratchett (Random House Children&#39;s Books) &pound;8.54<br />(55% off)</p><p><em>Artemis Fowl and the Atlantis Complex</em> Eoin Colfer (Penguin) &pound;5.84 (55% off)</p><p><em>Eat, Pray, Love </em>Elizabeth Gilbert (Bloomsbury) &pound;3.58 (40% off)</p><p><em>The Third Man </em>Peter Mandelson (HarperCollins) &pound;11.25 (55% off)<br /><br /><a href="www.amazon.co.uk/kindlestore" target="_blank">www.amazon.co.uk/kindlestore</a><br /> </p>