Why Amazon Must Light a Fire Under the Kindle Fire

Amazon CEO Jeff Bezos at the introduction of the Kindle Touch in New York Photograph by Emmanuel Dunand/AFP/Getty Images

Five years ago this fall, Amazon Chief Executive Officer Jeff Bezos gathered the tech press in a New York City hotel and asked, “Can you improve on something as highly evolved and well-suited to its task as the book?” With that, he introduced the very first Kindle, a goofily angular device with a monochrome screen that nevertheless revolutionized the book business, boosted Amazon’s financial performance, and reshaped expectations of what everyone had previously thought was a simple online retailer.

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