2005, Amazon.com released its first generation of the Kindle, a hardware and software device that allowed people to read electronic books (IReadReview, 2010). Since 2005, the Kindle has new competition, including the Nookbook, Sony Reader, and the iPad. As the original mainstream electronic book device, the Kindle will have to struggle to keep its leadership in the hardware and software e-book markets. Studying the economic, social, and technological factors may determine its market competition, the marketing problem, and create a strategic recommendation.

The Kindle creators have made a product that continues to bring in revenue. Once the customer purchases the Kindle, the only market that they can purchase from is the official Kindle bookstore. This is a great position for Amazon.com to be in as it may provide a steady cash flow. However, some people may be reluctant in purchasing the Kindle because one seller means limited purchasing opportunities. If...
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