Amazon has released a browser-based version of its Kindle e-book app, called the Kindle Cloud Reader, in what appears to be an attempt to detour around Apple’s in-app purchasing requirements.But what the e-book retailer has also done is provide a great example of how media companies should be looking beyond the world of apps to the future of the web: one in which websites behave like apps.
The most important part of the app, at least from Amazon’s perspective, is the built-in access to the Kindle store: Clicking on a button takes you to a special version of the store optimized for the iPad’s touch interface. This allows Amazon to make it easy for users to buy books without having to go through Apple, which recently began requiring that retailers funnel purchases through their apps, and thus give Apple a 30-percent cut of any sale.
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