Quoted from
http://www.amazon.com/gp/help/custom...deId=200144530 - emphasis mine
Quote:
Use of Digital Content. Upon your payment of the applicable fees set by Amazon, Amazon grants you the non-exclusive right to keep a permanent copy of the applicable Digital Content and to view, use, and display such Digital Content an unlimited number of times, solely on the Device or as authorized by Amazon as part of the Service and solely for your personal, non-commercial use. Digital Content will be deemed licensed to you by Amazon under this Agreement unless otherwise expressly provided by Amazon.
Restrictions. Unless specifically indicated otherwise, you may not sell, rent, lease, distribute, broadcast, sublicense or otherwise assign any rights to the Digital Content or any portion of it to any third party,
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You get the right to view the content personally. You may not grant any rights to anybody else. Since one of the rights grantable is the right to view, it follows that nobody but you may view the content.
So, the letter of the terms means that, for example, if in a family of three all want to read the same ebook, each needs to buy their own copy through their own amazon account.