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KINDLE DEVICE UNIT SALES ACCELERATE EACH MONTH IN SECONDQUARTER;NEW $189 PRICE RESULTS IN TIPPING POINT FOR GROWTH

Amazon.com now selling more Kindle books than hardcover books

SEATTLE—July 19, 2010—(NASDAQ: AMZN)—Millions of people are alreadyreading on Kindles and Kindle is the #1 bestselling item on Amazon.com for two yearsrunning. It’s also the most-wished-for, most-gifted, and has the most 5-star reviews of any product on Amazon.com. Today, Amazon.com announced that Kindle device unitsales accelerated each month in the second quarter—both on a sequential month-over-month basis and on a year-over-year basis.“We’ve reached a tipping point with the new price of Kindle—the growth rate of Kindledevice unit sales has tripled since we lowered the price from $259 to $189,” said Jeff Bezos, Founder and CEO of Amazon.com. “In addition, even while our hardcover salescontinue to grow, the Kindle format has now overtaken the hardcover format.Amazon.com customers now purchase more Kindle books than hardcover books— astonishing when you consider that we’ve been selling hardcover books for 15 years, andKindle books for 33 months.”Kindle offers the largest selection of the most popular books people want to read. TheU.S. Kindle Store now has more than 630,000 books, including New Releases and 106 of 110

New York Times

Best Sellers. Over 510,000 of these books are $9.99 or less,including 75

New York Times

Best Sellers. Over 1.8 million free, out-of-copyright, pre-1923 books are also available to read on Kindle.Recent milestones for Kindle books include:

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Over the past three months, for every 100 hardcover books Amazon.com has sold,it has sold 143 Kindle books. Over the past month, for every 100 hardcover books Amazon.com has sold, it has sold 180 Kindle books. This is acrossAmazon.com’s entire U.S. book business and includes sales of hardcover bookswhere there is no Kindle edition. Free Kindle books are excluded and if includedwould make the number even higher.

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Amazon sold more than 3x as many Kindle books in the first half of 2010 as inthe first half of 2009.

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The Association of American Publishers’ latest data reports that e-book salesgrew 163 percent in the month of May and 207 percent year-to-date throughMay. Kindle book sales in May and year-to-date through May exceeded thosegrowth rates.

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On July 6, Hachette announced that James Patterson had sold 1.14 million e- books to date. Of those, 867,881 were Kindle books.

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Five authors—Charlaine Harris, Stieg Larsson, Stephenie Meyer, JamesPatterson, and Nora Roberts—have each sold more than 500,000 Kindle books.Readers are responding to Kindle’s uncompromising approach to the reading experience.Weighing 10.2 ounces, Kindle can be held comfortably in one hand for hours, has an e-ink display that is easy on the eyes even in bright daylight, has two weeks of battery life,lets you buy your books once and read them everywhere—on your Kindle, Kindle DX,iPad, iPod touch, iPhone, Mac, PC, BlackBerry, and Android-based devices—and hasfree 3G wireless with no monthly fees or annual contracts—all at a $189 price.Learn more about Kindle at www.amazon.com/kindle.

About Amazon.com

Amazon.com, Inc. (NASDAQ: AMZN), a Fortune 500 company based in Seattle, openedon the World Wide Web in July 1995 and today offers Earth's Biggest Selection.Amazon.com, Inc. seeks to be Earth's most customer-centric company, where customerscan find and discover anything they might want to buy online, and endeavors to offer itscustomers the lowest possible prices. Amazon.com and other sellers offer millions of unique new, refurbished and used items in categories such as Books; Movies, Music &Games; Digital Downloads; Electronics & Computers; Home & Garden; Toys, Kids &Baby; Grocery; Apparel, Shoes & Jewelry; Health & Beauty; Sports & Outdoors; andTools, Auto & Industrial. Amazon Web Services provides Amazon's developer customerswith access to in-the-cloud infrastructure services based on Amazon's own back-endtechnology platform, which developers can use to enable virtually any type of business.Kindle and Kindle DX are the revolutionary portable readers that wirelessly download books, magazines, newspapers, blogs and personal documents to a crisp, high-resolutionelectronic ink display that looks and reads like real paper. Kindle and Kindle DX utilizethe same 3G wireless technology as advanced cell phones, so users never need to hunt for a Wi-Fi hotspot. Kindle is the #1 bestselling product across the millions of items sold onAmazon.Amazon and its affiliates operate websites, includingwww.amazon.com, www.amazon.co.uk ,www.amazon.de, www.amazon.co.jp, www.amazon.fr , www.amazon.ca, andwww.amazon.cn. As used herein, "Amazon.com," "we," "our" and similar terms include Amazon.com, Inc., and its subsidiaries, unless the context indicatesotherwise.