It says not available for me too, but my kindle hasn't been released yet so that's understandable.
I got this from Amazon now, so I guess it's supposed to be available to everyone ... or they just forgot to filter their email-list on country:
"The first Kindle active content titles are now available to Kindle customers. They are Shuffled Row and Every Word from Amazon Digital Services. We encourage you to download and try them at http://www.amazon.com/shuffledrow or http://www.amazon.com/everyword."
Also, they will only run on these devices:
Kindle (Free 3G + Wi-Fi, 6")
Kindle (Wi-Fi, 6")
Kindle (2nd Generation)
Kindle DX (Free 3G, 9.7", Graphite)
Kindle DX (Free 3G, 9.7", White)