Assuming your iOS Mail app is set up with some account of yours, you can send Kindle format books as email attachments to that account. When you open the attachment, you'll be given the opportunity to 'Open in "Kindle"', and selecting that will add it to add to your Home screen and open the book.
You can also side-load content using iTunes: with your device connected, select it in the 'Devices' folder and then click on 'Apps'. Scroll down to the File Sharing section and select 'Kindle'. You can then drag content from Finder or click the Add.. button to browse for the file you want to add.
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