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Amazon won't ever need to provide epub support, unless someone else is offering a substantial collection not available at Amazon.
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That time has already come, in Europe at least. Try to search for a few (DRM'ed) German, French, Dutch, Spanish,... books in mobi and then try it in epub. Unless your sample is very small or skewed in some way, you will find a clear epub win. Except of UK, Amazon is totally loosing the battle in Europe.
It is true that just switching to epub would not help dramatically: it is also about too little advertisement and too small focus. The reader has to be ordered from US, US warranty conditions apply etc. However, it is likely that Amazon will try to reconsider and focus more on Europe at some point - and at that point they might HAVE TO start supporting epub.