I get asked on public transport sometimes if it's a Kindle. And for more than a year, the Dickies stores I've worked in have had at least a couple of customers a month ask if we carry Kindles. I'd always direct them to a Borders or A&R. And now we do have it, more customers are coming in and asking about them, because they have friends who bought them in or ordered them in from the US.

The brand recognition is definitely present in Australia, or at least Melbourne.