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Sony was indeed the first major player to the eReader market but their eBook store was (and is) a headache. In addition, Sony wasn't a bookseller. People didn't and mostly still don't think to themselves "I need a book, better check with Sony." Sony really didn't make great efforts either to establish themselves in the book selling market.
Amazon was the first to combine a "decent" (because that first Kindle wasn't all that and a bag of chips) eReader with a retail platform that had an already established customer base of millions of book buyers. That was the biggest thing Amazon brought to the eBook world, customers.
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