'We also wanted to go beyond the physical book. Our top design objective was for Kindle to disappear in your hands - to get out of the way - so you can enjoy your reading,' said Jeff Bezos, founder and CEO, in the statement. 'We've been working on Kindle for more than three years.

Although he declined to say how many devices Amazon sold today, Kessel said the Web site has changed from 'available today' to 'more coming in stock in the next few days.' But if customers want to ignite that passion by ordering Kindle they'd better hurry. Kessel said the name Kindle comes from the idea of igniting a passion for reading. We have a history of taking the customer experience and working backwards and that's the exact same thing we did with Kindle.' That convenience, that service is what customers love. They can subscribe to newspapers and so those papers will get updated automatically overnight and when they wake up in the morning their newspapers will be there waiting for them. 'Customers can think of a book and be reading it in less than a minute. 'We think this will be very successful,' said Steve Kessel, senior vice president, Worldwide Digital Media,.

Kindl e reader