It was indicated by CEO Jeff Bezos from Amazon.com that the Kindle e-reader will be able to rival with the Apple iPad. The company will focus on the e-reader experience. Despite the fact that the Kindle is still considered to be a strong seller, it comes across strong competition from tablet device of Apple as well as Nook of Barnes & Noble.

According to Bezos, being a very focused product, the Kindle will rival with LCD devices such as the iPad. He considered that serious readers are in need of a purpose-built device as it is regarded as an important activity for them.

A big attention was drawn towards e-reader software. On May 19, the company offered updates for PC application. Later it was revealed that the e-reader software would soon be available for devices that are based on Android.

Among new features of kindle created for PC one can take advantage of the ability to edit marks as well notes, full-screen reading mode, adjusting screen brightness and changing background color. Kindle for PC is based on Whispersync technology developed by Amazon. It is used for synchronizing bookmarks as well as notes.

Moreover, Amazon.com will have to rival with Google, which is expected to offer ebooks online in June via its Google Editions service. With the help of Google Edition, users will be able to read book on different devices. Also publishers will be provided with an opportunity to set prices for the works.