Amazon takes Kindle to the UK

Opens Kindle store

Amazon UK's front page is dominated today by a letter to its customers, introducing the "third generation of Kindles".

In other words, Brits can buy Kindle e-Readers direct from Amazon UK, instead of the American mothership. That means UK prices - £149 for the 3G-Wi-Fi version and £109 for the Wi-Fi only version.

This is comfortably pitched below the cheapest iPad, Apple's enormously successful media consumption device, and at expensive Christmas gift territory.

Also We suspect many iPad owners will buy Kindles too - in our opinion books are easier to read on the Amazon device.

Let's not forget the new UK Kindle store with 400,000 books and magazines. Amazon's vision is to "have every book ever written, in any language, all available in under 60 seconds". Just like Google, then.

You can place your order for both Kindles now, for dispatch on August 27.