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you've not said how you are getting from word format to mobi format to kindle, but kindle's logic is to treat 1st image it is given a a cover, and to "begin" the book on the next page when it is 1st opened.
the 5 way control lets you go "back" to see the cover. many people dislike this, but its how Kindle works & is not open for debate, unless you go to the murky world of kindle hacks....
putting the cover image in twice should fool it / force it to look the way you want it to
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