I think amazon missed a trick here. Sony beat the kindle to the ebook Market in the UK by a wide margin, so those who were after a dedicated reader, already had a device.
Then along came the iPad, which covered what other people were looking for. That along with the many android tablet devices, means that the Kindle will now never reach it's full potential in the UK or Europe. That and the fact you can't side load into the kindle, and some recent bad press on the BBC watchdog program over kindle pricing, means I think that the kindle will always struggle here in the UK.