If your ebooks are unDRMed .mobi files (the .azw format is generally a .mobi) then it's doable. But you have to have a jailbroken device.
Use iPhoneBrowser/SSH on your computer to get to your iPhone and navigate to /private/var/mobile/Applications/(... Kindle app directory ...)/Documents/ and copy your .mobi or .prc ebooks there.
They'll be detected when you run the Kindle app on your iPhone.
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